Before we roll this series out across teams, we kicked it off with our CEO, Markus Ståhlberg. What follows is a candid, lightly edited Q&A that traces his daily habits, leadership instincts, and how he thinks N.Rich scales - without losing what makes us, us.How do you usually start your day and at what time?

Markus: I’m up around 7:30 to get the kids to school, and I’m typically ready to work by 8:30. If I need deep focus, I’ll wake up earlier - 5:00 is my secret weapon - because mornings are my most productive hours.

Do you prefer tea or coffee in the morning, if any?

Markus: Decaf coffee. For me, it’s more about the ritual than the caffeine.

And how many cups before you started checking your inbox - so, before starting work?

Markus: No strict rule. I usually start working and sip while I go - since it’s decaf anyway.

What’s one thing people at work might be surprised to learn about you?

Markus: I have four kids. Balancing the family “circus” with a company isn’t always easy - surprise!

What was your very first job and what lesson did it teach you?

Markus: In 7th grade, I stocked shelves at a store - learned to show up on time and that work gets you paid. My first substantial job was at a mobile games startup. I moved from technology strategy assistant to producer.

Takeaways:

If you were not doing what you’re doing now, what would you be doing with your life?

Markus: I always imagined I’d be either an entrepreneur or an artist - so probably an artist.

Have you ever tried pursuing the “artist” path?

Markus: Not really. I’m a wannabe creative/wannabe marketer at heart - creativity is my way of impacting things.

When you think back to the early days of N.Rich, what moment still stands out for you?

Markus: Chaos. We pivoted from a traditional advertorial business into software, tested an article-ad format, and applied for a Business Finland grant - its approval date became our “founding day.”The early sales motion was messy: hiring sellers for a product that didn’t fully exist yet. After about six months, the team took shape - but the move from running a mature, multi-million–euro operation back to zero felt rough. Necessary, but rough.

How would you describe the company’s culture to someone who’s never heard of N.Rich?

Markus: We’re fully remote and distributed, so we value independence. We keep startup energy - people who push forward, learn, and grow.

If you could define the company’s next chapter in one word, what would it be?

Markus: Scale.

What’s your leadership philosophy in a nutshell?

Markus: Lead by example - I’m a doer. In a remote setup, I give people ownership.The tension: I often know what “good” looks like for many roles, but I also want people to be independent. If things drift from the needed direction, I’ll intervene.We’re flat and I’m happy to work with anyone directly. Challenge me - but bring data and solid reasoning.

What’s one piece of advice you find yourself repeating to new managers?

Markus: Understand the context. N.Rich isn’t a simple plug-and-play SaaS like a calendar tool. Our product enables complex GTM processes at our customers. To contribute fully, you must understand how and why our product is used - otherwise it’s hard to move the right needles.

Who has influenced how you lead people?

Markus: My late co-founder shaped our unorthodox approach - we were light on “managing people” early on. After he passed away three years ago, I had to learn leadership at this scale myself. I’m largely self-taught, which probably explains some quirks.

How do you recharge when work gets intense?

Markus: I don’t stress easily, but sleep matters. My real reset is running - long runs, even 30 km weekly. I often talk through ideas with AI while running; it helps me process and capture thoughts.

What kind of workplace do you want people to feel part of when they join N.Rich?

Markus: First of all, a flat, non-hierarchical place. Then openness - the freedom to speak and speak up, to question things, and to be heard without being judged. And inclusivity matters: you are who you are, and you can be who you are here. I also hope that with AI-driven approaches we can stay lean, so we don’t have to become too big just to get things done.

Are there any traditions or rituals at N.Rich?

Markus: Face-to-face workshops. We’re remote, but meeting intentionally - management and teams - builds relationships and gets things done fast.

How do you see N.Rich’s culture evolving over the next few years?

Markus: As we scale, we must protect the flatness and values. We recently clarified a value about “work whenever/how much you want as long as you deliver.”We saw some people pushing 10-hour days, which isn’t the point. Outcomes matter, but overwork signals a system issue - skills, management, or process. We’ll keep updating values to match reality - without losing the core.

What role does storytelling play in shaping N.Rich’s culture?

Markus: Anecdotes matter. Our history is not a neat, linear narrative - it’s iterative like most startups. We should get better at collecting and using stories to show what our values look like in practice.

If you could describe our people in one word, what would it be?

Markus: Ambitious.

What excites you most about the future of the industry?

Markus: AI - especially how it will reshape B2B buying and therefore GTM. B2B changes slowly, but AI can disrupt entrenched ways of working by making parts of GTM 100x more efficient. I want N.Rich to help drive that change.

Let’s look five years ahead. What does success look like for you personally and for the company?

Markus: €100M ARR and near-unicorn status - ideally without additional VC funding. I’m not optimizing for a quick exit. I’m here to learn how to scale to a level I’ve never done before.

What’s one innovation or trend you’re personally curious about right now?

Markus: AI-driven automation. Agents are great, but the real leverage is end-to-end workflows where AI is embedded. That’s what makes AI scalable.

What advice would you give your younger self before becoming a CEO?

Markus: Do it earlier.

How do you want people to feel after reading this interview?

Markus: Hopefully inspired.