About

N4C was founded in April 2011 on the terrace of restaurant Elite. Olli-⁠Pekka Pohjanmäki and Paul Lillrank had worked together since the early 2000s, and now they decided to do it in a company they owned together.

Two rules were agreed at the start: “we sell nothing, and we do what we like.” We believed work would come through recommendations and word of mouth. We also decided to focus on work that truly matters to us and to our clients. Sometimes we dare to walk past something if it feels wrong.

In 2026 Lauri Mähönen joined, and at the same time we agreed it was time to change our principles a little. Now we say what we do.

The roots of relationship marketing go back to the 1980s and 1990s. Many of today’s fashionable marketing ideas and concepts have grown out of the relationship marketing paradigm. At the same time, the foundation that everything rests on, customer thinking, has been hidden or blurred.

We want to bring it back into view and raise the level of strategic customer thinking. Sustainable growth and competitive advantage rest on the ability to create value in customer relationships.