From Windmills to Circular Business: An Excursion with MBA students to The Barö and Novia’s Raseborg Campus
Why this excursion—and why now
The song Windmills of Your Mind begins: “Round like a circle in a spiral, like a wheel within a wheel.” I often think of that line when discussing (the) circular economy—one of the core themes in our Master’s Degree Programme in Sustainable Business Design.
Our first international cohort of MBA students is now nearing the end of its first academic year. This spring, the 10-credit course Circular Business Design and Entrepreneurship has been especially topical: student teams are ideating and building green business concepts, with a grande finale on May 19, 2026, when they will pitch their projects to judges, teachers, and peers.
At Master’s level, students do not only learn about problems—they work on solving them. The solutions are rarely straightforward, especially when tackling wicked challenges such as climate change mitigation. Teamwork is also a key competence, and it can be demanding for students to coordinate studies alongside work, family responsibilities, and everyday life.
Because contact hours are limited, we wanted the contact day on April 24 to be both meaningful and energising. We organised an excursion and were generously supported by Svenska kulturfonden, which helped cover the costs of the day for our students.
Stop 1: The Barö—sustainable luxury in the archipelago
We travelled with a chartered minibus to Raseborg and started with a visit to the luxury sustainable hotel The Barö in Barösund, Ingå. The surroundings were strikingly beautiful—and the design choices were consciously ecological. The hotel was built to minimise disturbance in nature: no trees had been felled, and the sewers and power lines were all above ground. The 18 small cabins are clad with charred wood and feature large windows so guests can enjoy the peaceful archipelago view from their rooms. (There are no TV sets—an intentional invitation to slow down.)
We were warmly welcomed by our host and student Dennis Lindroos, The Barö’s Sales Manager, who shared the story of the hotel that had opened in 2021 and where he has worked since the very beginning. You can watch a short video about the construction project here.
Picture 2. Outdoor terrace at The Barö, set among pines with a view toward the water.
Picture 3. A minimalist cabin interior designed to keep the focus on the surrounding nature.
Stop 2: Circular innovation and the entrepreneurial mindset
After lunch, we headed to Novia’s Raseborg Campus, where we had booked rooms for guest lectures and teamwork. Tony Rehn, Director, CCUS & Decarbonization at NG Nordic Finland Oy (Riihimäki), delivered an inspiring talk on circular business and entrepreneurial thinking. One point stood out: only about 10% of materials globally return to circulation—meaning circular economy is not only urgent, but also a major opportunity.
Rehn also introduced a developing circular product concept called INGA (a name that, as he joked, “means nothing” in Swedish), where plastics are manufactured from captured CO2. The ambition is to reduce waste and keep carbon in use longer, by turning emissions into raw material.
He spoke about what it takes to lead innovation projects. In his view, the workplace must be psychologically safe- people need to be able to speak up early and often. He also emphasised diversity and the value of international talent with different backgrounds. Another reality check: only about 1 in 300,000 ideas gets commercialised and makes it through the innovation funnel. Tools such as the business model canvas, value proposition canvas, testing, and systemic evaluation help teams move from assumptions to evidence.
A start-up mindset—and an experimental culture—doesn’t happen by accident; it must be cultivated. Rehn encouraged forward-looking recruitment and transparent communication, noting how openness supports both collaboration and marketing. And when something doesn’t work, you can pivot. He recommended planning with roadmaps rather than rigid organisational charts and accepting that roles and responsibilities may be unclear at first. Leaders can set objectives, but if they prescribe every step, it quickly turns into micromanagement.
Picture 4. Tony Rehn’s lecture on Circular Business and Entrepreneurial Mindset
Pitching with presence: voice, movement, and a seven-word one-liner
Our second guest lecturer was Pia Kiviaho-Kallio (MA), an artist pedagogue. Her session was hands-on from the start: a standing class with body-based exercises. She shared practical techniques on how to pose, move, and use your voice when pitching an idea—because a pitch is not only what you say, but how you show up.
When practising a pitch, students can also reflect on the attitude they bring into the room. Kiviaho-Kallio connected this to the idea of a “psychological gesture,” inspired by Michael Chekhov’s acting technique—where a clear physical intention helps the message land. As she put it, the gesture starts from the shoulder blades.
Finally, she walked us through the pitch structure and pacing—how momentum builds towards a clear peak. Students were challenged to craft a memorable slogan: a seven-word one-liner that captures the essence of their idea and makes the pitch stick.
Picture 5. Pia Kiviaho-Kallio’s pitching workshop
What we took home
- Sustainable design is not only a concept—it shows up in concrete choices, from construction methods to guest experience.
- Circular economy is still underperforming globally, which makes innovation and entrepreneurship both necessary and full of potential.
- Innovation leadership depends on psychological safety, experimentation, and the courage to pivot.
- A compelling pitch combines structure and substance with presence, voice, and a clear message.
A warm thank you to Svenska kulturfonden for supporting the excursion, and to our hosts and guest lecturers for sharing their expertise. The day provided our students with both inspiration and practical tools—just in time for the pitching finale on May 19. We’re looking forward to seeing how these insights translate into bold and feasible circular business concepts.
Reseskildringen har godkänts för publicering av Novias redaktionsråd 6.5.2026.
ISSN: 2670-028X
