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“Don’t apologize for who you are.”

For a while now, my flawless pictures are being published everywhere. In blogs, in magazines, in newspapers. It seems like we have managed to achieve some ‘success’ with our determination and hard work. Many asked, why am I so transparent about my past? Why tell so publicly, what that I have been through?

I think most people forget that in business or personal, we are just human after all. Who doesn’t want to be that perfect business leader who is strong and visionary, someone who doesn’t make mistakes and protects us all? We often speak about personal branding, social media image of oneself… it all started in show business the world of celebrities, then it spread quickly to the business world as well. The truth is, that image that the media portrays to us, does not exist.

I choose to be human.

I am a woman full of bruises from her past. I am vulnerable to those memories as I still feel pain when I remember them. However, I’ve become who I am because of my past. So now, I no longer apologize for who I am. In fact, I have learnt to embrace who I have become.

Evon in Metsä Lounge


There are mistakes that I have made, I am not proud of them, but I own up to them. The only way to be honest with others is, to be honest with myself. I am guilty, and I am ashamed. However, I have grown out of that and it is a part of me. I am full of flaws. I choose to be an honest leader who is vulnerable and full of scars.

My past has made me strong, it made me resilient. So, I choose to own my past and tell the stories as they are. I hope that if nothing else, they inspire. I imagine someone out there who hear/read the stories, will see that silver lining the way I did. Don’t feel sorry for yourself. Believe in yourself, for you are the master of your own fate.

Be you. Nothing more, nothing less.

Evon Söderlund
Group CEO
HUONE International