In early 2001, F-Secure recruited Kalle Korpi from Siemens Networks in Finland to run their ISP business. Kalle had extensive experience working in the telecommunications industry and selling equipment and solutions to network operators in Northern and Eastern Europe. He brought to the job strong and extensive business connections and a deep understanding of operator's businesses. Korpi immediately began contancting ISPs. Because F-Secure was not well known among European ISPs, Korpi had to first 'sell' F-Secure as a trustworthy company and a potential supplier. He also had to sell the whole idea of security as a service and demonstrate the business case for selling security services through the ISP's customer channel. (Austin, Lyytinen, Penttinen, Saarinen, Applegate, 2009)
I won't quote the results here because they are quite self-explanatory. The new guy ended up being a key factor in F-Secure's success through the years of 2003 and 2008.
.into the beyond.