Why Vegan Entrepreneur Johanna Koskinen Believes in 'Progress Over Perfection'
Johanna Koskinen is an expert in copywriting, marketing, brand strategy, and visibility, with a focus on vegan business owners and purpose-driven brands. In this interview, she shares valuable insights from her own business journey and explains why she believes launching a business is one of the most impactful ways to contribute to a more ethical future for all beings. Johanna is also a part of the teaching team at the Vegan Business School, and we are incredibly proud to have her on board.
Read on to learn from a smart and passionate vegan business leader
Johanna helps vegan business owners and other changemakers stand out and grow their brands through copywriting, marketing, and coaching.
Why did you start your business, and when?
I started freelancing over a decade ago. I studied English and translation at university, which led me to work as a freelance translator. Over the years, I had the opportunity to translate some important books about animal ethics, factory farming, and our food system. While I loved translation and the freedom to choose my own projects, I reached a point where I wanted to do something different.
I felt I had so much to say and didn’t want to stay behind the scenes, working with someone else’s words. I wanted to create a more direct impact, and that’s how I discovered copywriting.
These days, I help vegan business owners and other changemakers stand out and grow their brands through copywriting, marketing, and coaching.
What do you wish you had known when you first started?
I wish I had understood the power of community from the start. I tried to do everything by myself and figure it all out on my own for so many years. I wouldn’t recommend that to anyone. That’s why, today, I feel passionate about supporting others and creating a community of changemakers who lift each other up, share resources and knowledge, and inspire each other to dream even bigger.
I also wish I had known that it’s better to dive in and try things rather than waiting around to “feel ready”. The decision to go after what you want comes first, then comes courage. Confidence is the last part—it comes from doing things, even if you don’t feel ready.
I’ve invested years and thousands of dollars in memberships, online courses, and masterminds, hoping they would help me feel more ready to take action. And while they have been hugely helpful on my journey, at the end of the day, what has moved the needle the most is taking actionable steps and making brave moves outside my comfort zone.
I also want to mention that if I had known what an amazing journey of growth and self-discovery starting and running a business would be, I would (probably, lol) have been braver earlier on.
What advice would you give to someone just starting a vegan business
Don’t wait around for the perfect plan—start with what you have, and trust that the path will unfold. Every step you take will reveal the next one. Also, reframe failures and mistakes as learning opportunities—that’s how we humans learn.
I mean, just look at what kids do all day long. Somewhere along the way, we adults became scared of making mistakes, but if you’re a business owner, that mindset won’t serve you because being a business owner is so much about doing new things, trying things, and dealing with the uncertainty of “not knowing”. That’s just how it is. Again, remember: courage comes from doing.
Also, don’t try to do it all alone. Surround yourself with people who are doing something similar and who are ideally a step or a few steps ahead of you. This could be through a membership, a mastermind (which you can also start yourself), or any other community where you feel understood and supported.
What’s the most valuable tip or advice you’ve received for your business?
Progress over perfection. Also: done is better than perfect. Nobody expects you to be perfect, so don’t expect yourself to be perfect all the time either. Is there even such a thing as perfect?
Why would you recommend others to launch a vegan business?
We need all hands on deck to create a more ethical future for all beings, and I believe that starting a business is one of the most impactful ways to contribute to that. I see my business as a tool for changing both the world and my own life.
If you feel like this could be the right path for you, trust that feeling. Especially if a traditional 9-to-5 job doesn’t suit you, having your own business could be just the thing for you.
What impact do you hope your vegan business will have on the community or the world?
I always look at the big picture—it’s not just about my business. I want to co-create a movement of ethical entrepreneurship and help build a vegan economy that challenges the traditional capitalist way of running a business. I believe in collaboration over competition, and there’s incredible power in sharing ideas, resources, connections, and enthusiasm. We go much further when we work together and lift each other up.
I also hope to inspire others to stand out, be seen, and trust that there’s space for all of us. The secret sauce to your business success is you—when you own your unique story and purpose, you become a magnet for the right people.
Contact Johanna
Contact Johanna if you are looking for expert guidance in copywriting, marketing, brand strategy, and visibility, so you can stand out from every other brand, connect authentically with your audience, and grow your positive impact.
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