Heads down and go for it!
Sisu is untranslatable. There is no English word for it. Even the origin of the word in Finnish makes it hard to define. Its root word means “inner” or “inside”. Back in the 18th century, Finnish bishop Daniel Juslenius described “sisucunda” as the place in the human body where strong emotions come from. This is accurate. Sisu means “stoic determination, hardiness, courage, bravery, willpower, tenacity and resilience”.
For centuries and especially after Finnish independence, sisu has been the social glue of this Nordic nation. It is a positive thing so why not make it a national pride?There is even a mountain in Antarctica named “Sisu” by famous Finnish explorers Veikka Gustafsson and Patrick Degerman, who first climbed it. Not to mention the famous SISU pastils, that became an instant hit because of their taste but also the name, that is truly embodied in the history of the product, as its makers spent years and years, trying to find the perfect composition and aroma.