Joonas Vänto

Could you tell your story?

First, imagine you have amnesia and have forgotten all aspects of your life. To remember who you are and the type of person you've become, please reflect on key moments, realizations, and milestones that have shaped your evolution from the earliest memories you can recall until the present day.

Okay, so I'm 35 years old, a family man, married, and have three young kids. I was born in Tallinn and raised here as well. I also spent part of my earlier life in the countryside, so country life and living on a farm are not new experiences for me. I believe I have the privilege of knowing how to, for example, milk a cow. I attended Tallinna Kristiina Gymnasium in Tallinn for my high school education. After completing high school, I wasn't initially motivated to attend university because I believed I would eventually use my diploma as a business owner. Nevertheless, many of my classmates enrolled at Tallinn Technical University to study business, so I decided to join them.

However, I found the university environment too technical and theoretical for my liking. I craved something more practical and hands-on. Consequently, I left the university after just one year and started working. My career has primarily revolved around sales, where I've been involved in selling various services and products and even leading sales teams.

After some time working, I nurtured the desire to start my own business. A few years later, I founded my first company with some former classmates. We created what I believe was Estonia's first innovative educational material. The innovation was cutting-edge at the time: we replaced traditional textbooks with CDs. This approach was not common then, but it proved successful, especially for high school students preparing for exams. We initially developed the material for our own use and achieved excellent exam results. Subsequently, we decided to sell the material to other high school students.

In the first year, we embarked on an ambitious journey, visiting nearly every high school in Estonia. Approximately one-third of students preparing for the geography exam purchased our material, making it a successful venture from the outset. Later, my classmate, who had expertise in programming and coding, and I created what I believe was Estonia's first online learning portal, an innovation that was ahead of its time.

However, the portal's success depended largely on the endorsement of teachers, which made it more challenging to gain acceptance. Following this venture, I had the opportunity to work with the Estonian Reform Party, an unexpected turn of events. This experience introduced me to the world of politics, and I discovered my passion for it. I took on the role of CEO for the Estonian Reform Party Youth, known as the Secretary General at that time. This position was the only paid role within the organization, and I had the privilege of leading a team of young, proactive, and energetic activists.

I spent approximately four years in this role, and it was a truly enjoyable and formative experience. It underscored the importance of choosing the right environment and friends from an early stage in life, as I still maintain lifelong friendships from that time. Many of these friends have gone on to achieve significant success, with some serving in parliament or holding leadership positions in large companies or municipalities in Estonia.

After my tenure with the Estonian Reform Party Youth, I received a call from Hanno Pevkur, who was serving as the Minister of Interior at that time. He offered me a position as his advisor in the ministry, which I gladly accepted. I spent approximately two and a half to three years in that role. My ambition, which has been a driving force since my early years, led me to believe that I would eventually enter parliament within five years of entering the political arena. Then I founded a car rental company, and it provided me with the desired flexibility. I operated that business for approximately three years. During this time, an opportunity arose at the Estonian Investment Agency for the position of the Head of the Investor Relations Team, which was right up my alley. There was a competitive selection process, but I was fortunate to have a connection with the Head of the Estonian Investment Agency at that time, Kaspar Kork. He encouraged me to participate in the competition and provided insights into the role's requirements.

The role demanded a combination of skills, including a solid understanding of economics. I had pursued further education in entrepreneurship and business management at the Estonian Business School during my time with the Reform Party. Additionally, the role involved working with foreign direct investments and leading a team of talented and proactive specialists. What made it even more enticing was the opportunity to contribute to the government and the country by attracting foreign investments to accelerate Estonia's economy. It seemed like a perfect fit, ticking all the right boxes, and I was delighted to be selected for the position.

One valuable lesson I took from this experience is the importance of standing out. To be noticed and considered for positions or teams, you often need to distinguish yourself. This principle applies in various contexts, whether it's in sports or any other field. I recall my first interview, where I delivered my presentation not in the standard PowerPoint but in Prezi. This seemingly small choice caught the attention of Sigrid Harjo, a member of the board of Enterprise Estonia, who remarked positively about the unconventional approach. It boosted my confidence right at the start of the interview.

I'm grateful that they chose me for the role. After about ten months in this position, Kaspar Kork, the Head of the Investment Agency, approached me for a discussion. Initially, I wondered if I had done something wrong, but it turned out to be about my future plans. Kaspar was resigning to take a position at Luminor Bank and suggested that I take over the agency. I accepted the challenge, and I'm pleased to say that it has been a successful endeavor. I have now been leading the Estonian Investment Agency for nearly two years, and here we are today.

Did you have anything in your life that changed you completely?

I'm grateful that I made the decision to leave the Talltech University which was the first university I attended because I had an inner feeling that it wasn't the right path for me. I believe that when a person senses that their current direction won't lead to the right goals, it's important to consider changing that path. I'm not certain where I would be today if I had continued at that school and completed my studies. However, it's highly likely that I would not have founded my first company if I hadn't left that school. So, I'm truly thankful because that experience taught me a great deal about business and how to manage a company independently. I believe it was the best choice I could have made.

Do you regret anything in your life?

No, absolutely not. I believe you should not waste time regretting anything. Why? Because you've already made the decision. Every decision you make in life comes with both positive and negative aspects, but it's all part of the learning process. You wouldn't be where you are in life if you hadn't made decisions in the past. Even if you find yourself in a challenging situation, consider it an opportunity to learn and grow, because you have the power to pivot and make different choices. Life is not a race.

What drives you?

I think that at this point in my life, my family is what motivates me the most. I strive to have the freedom to pursue my goals and provide the best possible opportunities for my family. Of course, when I was younger, I had a somewhat different motivation. I had the idea of becoming a millionaire by the time I turned 30, although I'm not exactly sure where that idea came from. I believe it might have been influenced by my environment at the time. I think I was around 18 or 19 years old, and I had just completed my first year at the university. During that period, I briefly explored network marketing which had a great self development program for successful mindset.

What is more important, the result or the process?

I believe it depends on people's personalities. Personally, I consider both aspects, having goals and enjoying the process, to be equally important. It's difficult to say which one holds greater significance because they are interconnected. Without a clear goal, you may lack direction and not know which paths to explore. On the other hand, if you don't find joy in the journey, achieving the goal might leave you feeling unsatisfied or even miserable. Life is too short to be unhappy, so it's crucial to identify destinations or paths that you find enjoyable because motivation tends to wane when you're not enjoying the process. Therefore, both having clear goals and deriving satisfaction from the journey are essential.

I love the example of research conducted at Harvard Business School, which spanned about 15 to 20 years. The study analyzed the progress of individuals who had graduated from Harvard and examined what they did to achieve their goals over the years. The findings revealed that those who had clear life goals tended to earn significantly higher salaries compared to those without defined goals. Only around 30% of the individuals in the study had set clear goals. Interestingly, within this group, about 10% had not only established goals but had also documented them in writing. These individuals, who both set and recorded their goals, achieved the highest earnings, often triple those who had goals but didn't put them in writing. This study underscores the importance of having well-defined goals in life.

However, it's also crucial to experiment with various pursuits and explore different paths to gain a deeper understanding of what truly resonates with you. If you fail to explore and discover your passions and interests, achieving goals, while possible, may not bring fulfillment if the journey isn't enjoyable.

Are you writing down your goals?

Certainly, I do have goals. Every year, I make an effort to review them.

The theoretical question is, what would it mean for you to lose your business completely? What will you do? What will happen to you?

I believe you should learn from such experiences and try to understand why they occurred. Self-analysis and evaluating the business are essential steps. However, it's important to remember that everything happens in life for a reason. So, it's advisable to explore new job opportunities or consider starting a new business.

Nevertheless, it can be challenging to do this without emotions getting in the way, especially since your business or job often holds significant personal value, much like a "baby" that you've cared for. When setbacks occur, it's important to pick yourself up, regain your composure, and move forward towards new achievable goals.

How do you set the goals?

That's something I learned during my time in network marketing. It's essential to set a goal and then connect it with your personal feelings and emotions. For instance, if your goal is to earn certain amount of wealth, money alone might not be the most effective motivator. You should link your goal to something meaningful, like providing for your family, contributing to society, or achieving specific outcomes. While I can't provide an exact example right now, in my current job, there are days when motivation wanes. During such times, I remind myself why I'm doing it – to support my family and create opportunities for our lives, to make a positive impact for Estonia through our investment projects and accomplishments. This is what truly drives me. The salary is merely a byproduct and not the primary motivator.

Are you a proactive or reactive person?

I'm naturally a reactive person, but I'm actively working on becoming more proactive. Reactive responses typically won't propel you to the next level, whereas proactivity often leads to achieving new goals or reaching the next level. To illustrate, I've been involved in basketball for most of my life, and one of my coaches once emphasized that if I wanted to outperform my teammates, I needed to engage in personal training outside of our regular sessions to be better in the competition between other players. This serves as a great example of proactivity and longer plan.

In the business world, the same principle applies. To stay ahead of your competitors, you must consistently strive to improve. For business owners or CEOs, if you limit your efforts to the typical nine-to-five schedule, you'll likely find your competitors doing the same. Therefore, it's essential to identify innovative approaches and strategies to work more efficiently or smarter than your rivals.

How do you feel about people in general?

Good. I genuinely enjoy interacting with people. I used to believe that I was an extrovert, especially before I turned 30 or before our family expanded with the birth of our kids. I thought I loved being in groups, engaging in conversations, and socializing. However, as time has passed, I'm starting to realize that I may lean more toward being an introvert. I find that talking and being in group settings can drain my energy. But this realization isn't necessarily a negative thing.

I believe it's important for a manager or leader to understand both introverted and extroverted tendencies. It's essential to be able to work effectively on your own, but at the same time, being a "people person" is crucial. You can't be a successful leader if you can't manage and communicate well with others.

How do you react to pleasant and unpleasant situations?

Of course, pleasant situations are preferable, but you cannot become an effective leader if you don't know how to handle unpleasant situations. In business or when leading teams, challenging situations will inevitably arise, such as the need to address conflicts or solve problems. In such cases, I always aim to remain calm and balanced. It's essential not to let emotions cloud communication, so I strive to maintain a rational approach. Additionally, I make an effort to empathize, considering how others might feel. I believe the word you might be thinking of is "empathic," which means trying to understand and share the feelings of others.

When you make decisions, do you rely on logic/analytics or intuition?

I believe I have a strong intuition, and when it comes to leading a team, you can't rely solely on analytics and data for decision-making. There are situations where you need that gut feeling to understand what others are truly experiencing or thinking. Often, what people express verbally doesn't fully reflect their emotions or thoughts, so you have to read between the lines.

However, I always strive to make decisions that avoid harming others. In both business and leadership, you can't achieve your goals in isolation; you depend on a strong and well-functioning team. If you create a positive team environment, it becomes more feasible to achieve both individual and collective goals.

What makes you happy?

I find happiness in situations where there's no excessive stress, but a moderate amount of stress can be beneficial as it keeps you alert. Continuous comfort in all situations is not realistic.

I'm happiest when my wife is happy; after all, they say, "Happy wife, happy life." I also derive happiness from seeing my kids content and enjoying life because I care deeply about their well-being.

Furthermore, I'm delighted when my team is in a positive place, and the people on it take pleasure in their work. I believe that one of the primary goals for a leader and CEO is to cultivate an environment where people can thrive. Witnessing my colleagues enjoying their work without frustration or excessive stress makes me happy. When people thrive, they can maximize their talents and potential. Ultimately, this contributes to achieving the organization's goals as well.

How do you understand the term “call of the soul”?

I'm an atheist, so I don't derive my principles from any religious beliefs. Instead, I believe that people should discover activities and pursuits they are passionate about in life. When they find such activities, it can be likened to a "call of the soul." It's essential to take care of your body, mind, and soul simultaneously and maintain a sense of balance in life. Imbalance can lead to a fall, but with equilibrium, you can nurture your body through physical activity, your mind through learning, and your soul through meaningful accomplishments and the pursuit of goals that are deeply connected to emotions. When these elements align, you may discover your own "call of the soul."

How will you help your kids to find the call of the soul for them?

I aim to provide my children with all the opportunities to choose their own paths in life without imposing any specific direction upon them. They need to discover their own journeys and directions. However, I strive to create an environment where they understand the importance of making their own decisions. I ensure that they have a variety of choices available to them.

Currently, my children are six, four, and two and a half years old. It's already the time for them to explore and select the sports or activities they want to engage in. For example, my six-year-old has tried football, table tennis, and track and field. Now, he's going to try basketball, and he's also shown interest in judo. This diversity of choices is meant to teach them that in various aspects of life, whether it's work, school, or business, they have the freedom to make choices and aren't obligated to do everything.

I recall a humorous example from my high school experience. In the tenth grade, we were introduced to third language classes in German. I quickly realized that I had no intention of learning German, and from the very first class, I made the decision to invest as little effort as possible. Naturally, this approach reflected in my grades: it started with a five, then a four, and finally a three. However, I don't regret that choice because I've never needed to use German in my life since then. Because of that I had more time and strength to pursue something else I priorities at that time.

Can you name several inner wins that you're proud of internally?

I consider finding a life partner one of the most significant victories because over the course of our 15 years together, we've taught and learned a great deal from each other. I've emphasized the importance of the environment multiple times, and it truly matters. Whether it's choosing your closest friends in school, selecting a sports team, or picking the right training regimen, the people around you influence your life in various ways. Of course, spending the most time with your wife or life partner creates the strongest connection.

For me, the greatest victory is having found such an incredible woman to stand beside me, and through that, our three wonderful kids are an even bigger blessing. In terms of work, I consider it a victory to have had the opportunity to explore various roles. I don't want to single out specific jobs as more important, but looking back, I've had the chance to experience different aspects of employment. I've been an employee and an employer, gaining insights from both perspectives. I've worked in the private sector and also in the public sector, allowing me to understand how government functions, which is vital for success in the private sector.

Moreover, through network marketing, I've had the opportunity to collaborate with international teams, not just in Estonia but also in countries like Finland, the Netherlands, Poland, and others. My biggest victory lies in the diverse experiences I've gained throughout my career.

Do you eat a lot, and do you sleep a lot?

My eating schedule needs improvement; sometimes, I forget to eat in the mornings, which should be a priority for starting the day right. However, with three kids, it can be a bit challenging to maintain a consistent routine.

As for sleep, I believe I sleep sufficiently. There are nights when I get 6-7 hours of sleep, and I try to make up for it the next day. Most days, I manage to get a good 8 hours of sleep, which I find to be a balanced amount. Over the past six years with three kids, sleep patterns have been disrupted, but now they're sleeping well, giving me the opportunity to aim for those 8 hours.

I must admit that I love sleeping. On weekends, when my wife and I have some time to ourselves and the kids are with their grandparents, I can even enjoy 9 or 10 hours of sleep.

What about your principles?

I've never formally written down my principles as a list of ten, but reflecting on that interview, I realize that I've already mentioned some of them. They might sound like cliches, such as "always be learning" and "never back down." I believe in principles like "always chase your dreams" because you should find joy in the process you're pursuing. However, I also value setting clear goals. I encourage people to write down their goals because it's a way to visualize them.

Imagine you're calling a taxi, and you get in the back seat. The taxi driver asks where you want to go, and if you reply with "I don't know," it's equivalent to not having clear goals. You won't reach your destination if you don't know where you want to go. So, I believe in setting clear goals, and while I may not have a formal list of ten principles, these are some of the principles I live by.

Do you have some other sports activity?

I don't have many other activities I engage in, but I do play basketball once a week. As for any other activities, not at the moment. Over the last six years, raising kids has been quite a demanding and fulfilling endeavor, which is a form of training in itself.

Do you do anything for your self-expression?

No, not really. I do try to listen to music occasionally, but it's mostly on the radio. I helps me to calm my racing thoughts, especially when I'm driving. Having music on during my commute between home and the office is quite soothing, and I can even enjoy the view of the sea. It's a necessary way to quiet the mind, as thoughts tend to run rampant otherwise.

When you are at home, can you switch your mind from work? When you are with your family, you are with family with body and mind, or your body with family and mind in the office?

I find myself with that second choice as well, where I'm thinking about certain goals or work-related matters, but not to a significant extent. It's also a form of training to teach yourself how to switch off, and it's achievable. However, it's not the same as having a two-week vacation.

During the first part of the second week of a vacation, I realized that I had genuinely switched off. This is the best opportunity to recharge yourself, although there may be other options. For me, recharging involves spending time alone. Being introverted, I've learned that I need my alone time to read a book, watch a movie, or even indulge in watching cartoons, despite being 35 years old. It's a way for my mind to switch off.

Have you had anyone who influenced you a lot?

Tony Robbins is one who has influenced me quite a lot. His life and his successes in it are something I look up to. Having great principles and so called systems to build your life on is mind opening.

Are you reading books?

I usually read self-help and personal development books. Anything which could develope me becoming a better person in life. Even one great thought from a book is already an improvement.