In 2004, Jorma Ollila, CEO of Nokia, described his company's "guts" by using the word sisu: In times like these, the executives who run Nokia talk up a uniquely Finnish quality called sisu.
A Finnish heavy metal rock singer injured himself, without noticing, at a concert, to which a reviewer wrote: Alan epäillä, että suomalainen sisu ja adrenaliini ovat yksi ja sama asia.-I