In this video, we explore the significance of coaching in leadership development and share insights on building a coaching-oriented organisational culture.
Featuring:
Päivi Erkkilä, Growth Area Director & Professional Coach, Hanken & SSE Executive Education
Emilia Kronlund, Director of People Development, Aiven
Marjo-Riitta Mustonen, Head of Communication Solutions, DNA
Why did Aiven choose to focus on coaching-based leadership—and how was it implemented?
Aiven undertook a renewal of its core values, and this transformation called for coaching-led leadership. Having experienced rapid growth over the past two years, Aiven needed to evolve in tandem—to keep pace and stay resilient.
The company launched internal forums and dedicated coaching programmes, especially for team leads, empowering them to carry the organisation’s culture forward. Continuous renewal and learning lie at the heart of Aiven’s values and leadership development.
What results has Aiven observed so far?
Coaching has enhanced wellbeing—both at work and at home. It has created space for reflection, offering team leads a psychologically safe environment where perfection isn’t the goal. They no longer feel pressure to have all the answers. Instead, their primary role is to support their teams with clarity and care.
Psychological safety and breaking free from the “traditional manager” mould have been key outcomes.
What advice would you give to organisations considering the journey of cultural transformation?
Beyond time and money, it’s essential to build a solid business case for investing in culture work. Executive support is critical.
It’s also important to define the kind of coaching your organisation needs. If you bring in external coaches, make sure you interview them carefully to ensure their values align with yours.
How has DNA systematically approached leadership development?
At DNA, leadership development has also been deeply tied to values work. Team leads were supported through training in coaching-based leadership skills. Additionally, DNA trained dozens of internal coaches to offer support across various scenarios.
Marjo-Riitta, you’ve been on the receiving end of coaching yourself. Why is it worth engaging in?
I hit a major turning point in my career—one where I didn’t perform as well as I wanted. Coaching requires vulnerability. As someone who’s trained as a coach myself, I know firsthand the value it brings. I’ve never once regretted stepping into that process.
Coaching helped me realise that while I’m often judged through the lens of my role, it’s perfectly okay not to have all the answers. It’s okay to feel uncertain.
Whether in professional or personal life, we all encounter major transitions that can be difficult to navigate alone. A coach challenges old narratives and offers emotional encouragement along the way.
What changes has coaching sparked at DNA?
People have become bolder and more open to embracing new challenges. A positive, coaching-driven culture has attracted brave, capable talent to DNA—and that culture continues to ignite both individual and organisational growth.