About us

Tiia Mäkinen

Founder and Managing Partner

20 years of working experience and making real my passion for client experience and brand advocacy. I started my career in Finland where I worked as a strategic planner in the leading design agency and delivered brand consultancy work for multinationals doing business in the Nordic market.  It was there that I started to develop my true passion for aligning the customer experience to the business strategy. I saw first hand the struggle of organizations overwhelmed by where to start, confused by competing interests and a (false) belief that there is a silver bullet to deliver truly deep insight and understanding of your customer and their behaviors.

I wanted to delve deeper into the methodology of what I saw as a clearly widening field and pursued a PhD in sensory branding at the University of Zürich. Good 10 years, I spent in the financial industry in Switzerland in senior management roles within marketing, branding and customer experience, most recently as Head of Client Experience at UBS Wealth Management and Client Experience Manager at Credit Suisse Private Banking.

My strengths lie in the relentless focus on clients and their experience, outside-in thinking, and the ability to translate client data into meaningful insights and insights into foresights for the brand and business. I bring to our team, and to our clients, my long-term practical knowledge of making experience strategies come alive in organizations, which are under constant pressure and change, and I do that with a flare for design thinking, innovation and creativity.


What is “Musta”

Musta is a must have. The roots of the name, as of the founder and managing partner, Tiia Mäkinen, is Finnish. It means ‘in my opinion’, as we believe experience always is: according to your personal perception.

Musta beliefs

  • We believe in experience. And its’ ability to change people’s attitudes and behaviors - inside the company as well as among customers.
  • We believe that the only way to succeed in today’s experience-oriented world, a company needs to execute a truly people-centric strategy. One based on an inside-out (employee experience) + outside-in (customer experience) approach.
  • We believe there is no good experience without a strategy. And that strategy development is a continuous process.
  • We do not believe in top-down mandates to execute, but in the power of collaboration and co-creation.