Other Uses
Due to its cultural significance, "sisu" is a common element of brand names in Finland. For example, there are Sisu brand trucks (and Sisu armored vehicles), icebreaker MS Sisu, a brand of strong-tasting pastilles manufactured by Leaf, and a Finnish nationalist organisation Suomen Sisu.
Mount Sisu is the name of a mountain first ascended by mountain climbers Veikka Gustafsson and Patrick Degerman in the Antarctic.
In 2004, Jorma Ollila, CEO of Nokia, described his company's "guts" by using the word sisu:
In times like these, the executives who run Nokia talk up a uniquely Finnish quality called sisu. "The translation would be 'guts,' " says Jorma Ollila, CEO of Nokia, the world's most prolific cell phone maker, in an interview at company headquarters here. (Photograph Caption: Jorma Ollila says Nokia is determined to 'overcome all obstacles.') "But it's also endurance. There is a long-term element to it. You overcome all obstacles. You need quite a lot of sisu to survive in this climate." The climate he's referring to is the bleak and bitter Nordic winters, but he might as well be talking about the competitive, erratic wireless-phone market and Nokia's travails. This sisu trait—anathema to Wall Street's short-term outlook—says a lot about Nokia's response to its recent turmoil. —Kevin Maney, USA TODAY (italics in original)Sisu is, like sauna, one of the few Finnish words lent to the English language.
In 21st century Sisu has more and more commonly become a given name to Finnish boys.
Sisu is not always a positive Finnish term: "pahansisuinen" literally translated means "one possessing bad sisu", a description of a hostile and malignant person.
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