An “As Told To” interview by Kristaps Kovalonoks, Research Coordinator at Aalto School of Business.
This interview is part of a first-person storytelling series highlighting the personal journeys, ideas, and insights of members of Aalto University’s Entrepreneurship Unit (ENTU). Real stories, told in their own words.
What motivates someone with a design and management background to pursue a PhD in entrepreneurship? In this interview, Nicole Hussmann shares her path from Germany to Finland, why she chose Aalto University for both her master’s and doctoral studies, and how the ENTU community helped her find the right place to grow as a researcher.
My name is Nicole Hussmann, and I’m originally from Cologne, Germany. I’m of German-Albanian background and initially studied design in my hometown. While I was working in the field, I realised I wanted to pursue a master’s degree abroad, ideally at a university with a strong academic reputation.
What brought me to Finland was the design programme at Aalto University. It had a strong international profile and was known for its multidisciplinary and high-quality education. For me, getting accepted felt like achieving a major life goal, and I was excited about the chance to both deepen my studies and experience life in a new country.
Aalto was one of several universities I applied to, including options in Sweden, Denmark, Italy, and the Netherlands. However, what stood out about Aalto was the multidisciplinary structure of the programme. Coming from a design background but with broad interests, I was drawn to the possibility of combining design with business and technology.
At the time, I was also still figuring out how to connect my creative background with broader professional interests, so a flexible and collaborative environment was important. And of course, it’s simply one of the top design schools in Europe. Once I got the acceptance letter, the decision was clear.
Without a doubt, the community was the most rewarding part of the IDBM programme. I wasn’t used to being surrounded by so many highly motivated, passionate people who genuinely loved learning and pushing boundaries. That sense of shared curiosity created a strong bond within our cohort.
I also appreciated the international and interdisciplinary nature of the programme. We collaborated closely across design, business, and technology, which exposed me to different ways of thinking and approaching problems. The chance to work on real-world projects, including an industry collaboration that took us to Cleveland, USA, was a particularly unique and valuable experience.
Pursuing a PhD was something I had in mind for quite a while. Even while working in the private sector after my bachelor’s, I knew academia was where I truly wanted to be. I’ve always felt most at home in a university setting. But moving toward entrepreneurship specifically wasn’t a predefined plan. Instead, it evolved gradually through exposure and conversations with researchers and professors.
Initially, I didn’t consider myself particularly “entrepreneurial” in the traditional sense. Startups and ventures were not really the focus of my studies. However, I’ve always been interested in social innovation and organisational design, especially in the context of the public sector and marginalised communities. Conversations with ENTU professors showed me that entrepreneurship research also covers social innovation, civic initiatives, and organisational dynamics. This broader perspective, as well as ENTU’s focus on inclusive and sustainable entrepreneurship helped me see that our interests are very closely aligned.
My journey into the PhD programme started informally. I had already been studying at Aalto and was familiar with the environment. I reached out to Apurva Ganoo, who introduced me to Myrto Chliova, and she invited me to attend one of ENTU’s Insights Seminars. From there, I gradually got to know more people in the unit and felt increasingly drawn to the work and atmosphere.
By the time I submitted my application, I already had a strong sense that this was the right place for me. I sent in a research plan, CV, motivation letter, and my thesis. One thing I really appreciated was how easy it was to approach people in Finland. Professors and researchers were genuinely open and willing to have conversations.
You do need a structured research plan, so something that outlines your interests, possible methodologies, research questions, and the contribution you aim to make. For example, in my case, I knew I wanted to study innovation in the public sector through an entrepreneurial lens, especially focusing on inclusivity.
At the same time, it’s important to remain open. One of the first things my supervisor told me was that, as a PhD student, you start from a blank slate. You may enter with ideas, but it’s perfectly normal, and expected, for your topic to evolve over time. So it’s okay if your plan changes. What matters more is curiosity and a willingness to learn.
I was really happy to join the Senior Talent project as a Research Associate. So far, it’s been a great transition into doctoral research – a nice balance between learning new things and building on interests I already had. I’ve worked on topics related to employment and work for marginalised groups before, so focusing on ageing and SMEs has been super interesting. I also feel lucky to be learning a lot from my colleagues, who are more senior researchers and come from very different backgrounds than mine. Plus, it’s really cool to be part of another EU project and to collaborate with international partners. All of this has made me even more motivated to start the PhD.
I’m excited to stay at ENTU. After exploring other programmes and universities, I realised just how much I value the support and infrastructure here. It’s a community that truly wants to see you grow. I feel lucky to continue building on the relationships and networks I’ve already developed during my time at Aalto.
I’m also really looking forward to starting my research alongside four other new PhD students. We’ll form a proper cohort, which is exciting. And on a personal level, I’m excited to focus on reading, writing, and diving deep into a topic that genuinely interests me. I’m even looking forward to having classes again.
Supportive, fun, and ambitious.
Supportive, because people here really care. It is not just about their work, but also about each other. Whether it's feedback on a paper or just sharing a coffee, the sense of community is very real. Fun, because despite the high level of academic rigour, the atmosphere is friendly and open. We laugh a lot, and that makes a huge difference. And ambitious, because people are producing great research and working hard. There’s a shared desire to do meaningful work in a positive and encouraging environment.
Talk to someone before you apply. Finland, and Aalto in particular, is known for being approachable, and most researchers and professors are genuinely happy to chat if you show interest in their work. That one conversation can help clarify a lot and give you a better sense of whether the programme is right for you.
