Ants Lusti
WELCOME!
A pleasure to meet! I am with you on this path to making the world a better place. Maybe I’ll get better myself by doing so. What challenge do we take on together? Oh, but let’s get to know it first – let’s move on, please. Let it be added that I wrote this self-reflection just in a moment of inspiration, in a few hours, and the trainee Aleksandra put it up on the web (for which she thanks so much!)
MI
Clearly, the most important thing for me is the fact that I have five wonderful children (of course, not all of them are children anymore): Ats, Oskar, Kaspar, Ingel Miina, and Leif Erik Johann. What a group! This is the ‘something’ to be proud of and strive for.
I studied theater, specifically directing, at Tallinn University; diplomacy and international relations at the Estonian School of Diplomacy; marketing at the Markkinointi Institute; and international business management (EMBA degree) at the EBS Executive Training Center.
I have worked as an actor at VAT Theatre, hosted TV and radio shows at ERR, led several marketing agencies (Inorek & Grey, Leo Express, B2Boffer.com, Kontuur Leo Burnett, Identity, and more), and have only recently realized that this crazy mix is, in many ways, a good thing.
Today, I focus on value creation at the intersection of design and marketing, and with the Identity team, I have been the ‘midwife’ to the birth of around 250 new brands.
I value meaningfulness, collegiality, and good collaboration.
I strive towards a direction where I can create real value.
If I could afford it, I would probably be a painter, a portrait artist. My teacher Aapo Pukk (whose mastery of oil painting I apply to acrylics) would likely raise his eyebrows at this point, to say the least.
If someone could guarantee an audience, I would rather start an awesome band.
Some peculiar facts about me (in case this ever comes up for some inexplicable reason):
- I completed my 3rd year of university before my 2nd year (guess why and how that was possible).
- My first job after graduating from university was either as an actor or a cleaner (when I graduated from university, I was assigned to the VAT Theatre as an actor, but since there was an exceptional opportunity to work in Finland, I spent the summer of 1990 doing cleaning work at the Loviisa Nuclear Power Plant—thus, a highly educated cleaner).
- Although one might think the work I do is somewhat self-evident, I ended up in this marketing carousel entirely by chance—during a photo shoot as a model. Ha-ha.
- My most famous student is probably Carmen Kass, whom I taught acting at Sixtina Model Agency.
- I was once the host of a show called “Million Whys” on Estonian Television (see photo), and oddly enough, this chasing of “whys” has always followed me professionally. There must be a point to it.
I have likely received the most attention as a strategist in the creation of brand concepts. Wherever I step foot, familiar brands are always present.
This is probably due to the more than 200 new brands I have created (I consider brands to be new when they enter the market under a new name), which have a resonance factor above average.
And this has led to the greatest public recognitions, such as Creative Agency of the Year (2008), where we surpassed design agency Identity by beating agencies from 25 countries, earning Grand Prix among other awards.
Anyone familiar with my work knows that many of the well-known brands in this group were created over a quarter of a century in collaboration with colleagues (alongside creative director Ionel Lehar) and clients from various fields: Bauhof, IIZI, Solaris, Thermory, Vaba Lava, Airobot, Sparta, Arigato, Hestia Hotels, Operail, Vabamu, Novarc, Chocokoo, Lummus, Küllus, Retro FM, Lyon, Milrem, Arcwood, Capital Mill, Extery, Nortal, Inbank, Hyba, Yaway, Srini, Infragate, Starry, Pagarini, Weplay, Glassense, Intuit, Woodmood, Lävel, Millerhawk, Levira, Cinamon, Traffest, Clint, Lummus, Grass, Reagent 007, and others. These brands have now established their presence in over 70 countries worldwide.
I have been fortunate to participate with a strategic view in large public projects, such as: the Estonian National Pavilion at Shanghai EXPO 2010; Tallinn 2011 European Capital of Culture; the 100th anniversary of the Republic of Estonia; EU Presidency 2017; Tallinn – European Green Capital 2022, among others.
I started service design in 2012 when the internationally renowned guru Richard Eisermann trained the first service designers in Estonia (the word “trained” is an exaggeration, of course).
Since then, I have been working on service design projects occasionally, seeking the key to achieving an intuitive, smooth service solution or service ecosystem from the customer’s perspective that creates a unique wow factor.
I have conducted service design projects in both the private and public sectors, probably in a few dozen (who really knows the exact number).
Once, in the 90s, while teaching acting skills to young models at the Sixtina modeling agency, I realized how important it is to lack resistance to material in the context of development.
Since 2016, I have been a leading lecturer in the EMBA program “Strategic Management of Marketing” at the EBS Management Training Center, aimed at top executives.
I have presented at conferences and seminars probably over 100 times. The younger I was, the bolder I was. My colleague Madis Laas (founder of the Creative Union) has claimed that I have the type of a trainer-speaker. He might be right, although I also sense other archetypes within me.
Over the past couple of decades, I have started to create and develop methodologies myself, inventing new planning and other strategy-related models. It is interesting to note that this happens even when it is clear that these methods already exist somewhere. It’s simply more intriguing that way. See also: Kas nimi Raadio 3 ütleb sulle midagi? Aga Retro FM? • Visionest
Recently, as a result of my thought process, I arrived at a concept that I named IVA. Clearly, the point is evident, right? But now, break down the acronym—Innovation Value Added. In other words, the added value achieved through innovation. I offered this concept to EAS, but there was no interest. If you have any ideas on how to articulate this formula, please share!
PROBABLY MY MOST POPULAR SPEECHES:
- “Service Design at the grassroots level”
- “How to Create Strong Brands” (Tbilisi, Creative Georgia)
- “Creating Creativity” (Confera leadership conference)
- “Estonian Chance?” (MELT Innovatsioonifoorum)
- “Country and the Brand. How to Guide a Meaning” (State Chancellery)
- “Strategy and the Brand” (Tartu Art School)
- “City Brands and Identities” (Tallinna City Government)
- “Service Design” (Nordea Investments Baltics)
- “Where Does a Trademark Come From” (Patent bureaus)
- “Strategic planning”
- “Corporate Storytelling” (Estonian Enterprise) etc…
Life has driven me to be a football and tennis coach for my sons (the daughter doesn’t seem trainable, ahem) for 30 years, and I’ve come to the conclusion that a coach primarily trains their observation skills in the training process. Today, I can “hear” Kaspar’s serve from the other end of the hall, whether it was a good serve or not.
I have helped carry out various development programs aimed at creating a positive shift. I have held multiple roles, often without understanding why I was designated as such. But that’s beside the point.
For instance, I have been a coach-mentor-design lead in public service development initiatives such as:
- Developing the “Personal Assistance Care Service at Home” in Kose and Raasiku municipalities.
- Developing the “Inclusive Budget Strategy” for the city government of Pärnu.
- Developing the “Children’s Home Service” with the Social Insurance Board.
- Leading a masterclass on the digitization of tourism services.
- Developing the “Collection of Alimony from Avoidant Persons” in the Ministry of Social Affairs.
- Developing the “Work Gig System” in the Ministry of the Interior.
- “Innovation in Work Processes” (workshop for the Ministry of the Interior), etc.
I have been “in close contact” with nearly twenty start-ups. So far, only one has grown into a Unicorn.
No, I am not a particularly good initiator.
Although I have been involved in the establishment of the performance organization “R.A.A.A.M,” for which I have one “A,” as well as in the creation of the Free Stage concept (the story is about four men who were on a journey in Guatemala at the beginning of 2010, on the black sand beaches of Monterrico, where piglets ran around and bloodthirsty pelicans soared at the horizon, and thoughts began to emerge about how to create an innovative solution-environment for small theaters), I am not really a strong initiator. Katrin Koit dedicates a chapter to this in her service design handbook “Practical Service Design Handbook for Entrepreneurs.” Although the subtitle is “Initiator,” this is misleading in my case because these ventures have actually been launched thanks to the effective (life) work of theater entrepreneur Märt Meos.
I could also mention the founding of the music-related NGO Culture Tour and the launch of the strategic design office Identity into orbit, but these cannot be considered sufficiently significant activities.
As if by a twist of fate, I hosted a TV show in the early 90s called “A Million Whys”, which primarily dealt with this very question-asking. The greatest compliment I received, I recall, came from Jaak Salumets, the head coach of the “Kalev” basketball team. In response to a bold question from the young host, he remarked, “No one has dared to ask me such a question until now.” (My question was why the players on the bench seemed so comfortable and weren’t eager to get on the court.)
Working as an actor, preparing for roles, has constantly forced me to seek answers – but why does the character behave this way? What is their mindset? Why do they make certain decisions? What drives or holds them back? (Stanislavski would sum this up as the life of the human soul.) What does service design or marketing do? Essentially the same thing. The question boils down to how to influence the target subject in the desired direction.
Today, I’m looking for a continuation of sorts with in-depth exploration through the format of a “life story interview” or “career retrospective interview.” It seems that such in-depth interviews summarizing a life’s work are valuable and gain worth over time. You can find information about this at (life-time interview): elutööintervjuu.ee. I believe it shouldn’t be a typical talk show, as it’s more about portraying a person through a personalized journey.
I have worked as a producer in a rather modest way, and I think it could stay that way. Probably.
I have contributed to classical music with my small input as a producer, helping bring to life choral projects based on the great composers of the world in collaboration with Veronika Portsmuth, or contemporary large-scale works (for example, Ülo Krigul and Sander Mölder’s ‘Ookean’ in collaboration with Risto Joost and the Tallinn Sinfonia in 2022).
Read more: Muusikaline lavastus “Ookean” tõstab fookusesse maailmamerede tervise | Muusika | ERR
With my other hand, I have also helped bring to life theater projects at Vaba Lava.
I am not exactly a paragon of social engagement; I figure in the background as much as my energy and time allow, and as long as I can create value.
I am one of the founding members of the Estonian Association of Advertising Agencies (established in 1999).
I was a member of the Ministry of Culture’s commission for the financing of performing arts institutions from 2008 to 2010, where I advocated for the wellbeing (more specifically, the funding) of small theaters.
I helped curate the mixed choir activities of the NGO Culture Tour for about a decade, until life got in the way.
Since 2013, I have been a member of the advisory board of Kuressaare Vocational School.
Since 2015, I have been a board member of the Estonian Service Industry Association.
Since 2015, I have been a member of the Supervisory Board of the Vaba Lava Foundation.
Since 2017, I have been a member of the advisory board of the Open Academy of Tallinn University.
I have written when I have no other choice. In fact, I would gladly write more if only I could find the time. When I put down my thoughts, feelings, and understandings, I enjoy a certain state of flow, and years later, I am somewhat amazed by what I have written. I have a book in progress about the bold ’90s. I can’t rule out the possibility that it will remain unfinished. But it’s something, nonetheless.
published reflections through the ages:
