New York Times’ reporter Natasha’s Singer’s recent article on “brand-name” teachers, created quite a stir. Reaction in the Times and elsewhere in the US focused on “topdog” teacher Kayla Dalzel and what EdSurge called the “murky relationship between edtech developers and the educators who tout their products.” For me, the emergence of “brand-name” teachers in the US (and “super tutors” and “celebrity tutors” in places like Singapore and Hong Kong) also highlights both long-standing tensions between private gain and the public good and the way that cultural and economic context shapes education systems.
The discussion reminded me of a conversation I had this summer with Pekka Peura, a Finnish high school math and physics teacher who could be described as an “entrepreneurial teacher.” Peura takes advantage of Finland’s celebrated autonomy for teachers by regularly trying out new ideas in his classroom. At first, he simply experimented with changing his homework assignments, giving all the assignments to students in 7 week blocks rather than every single day, and letting students decide when and how to complete their work. Now he doesn’t use exams (almost unheard of in the highly exam-driven context of Finnish high schools and in math and physics courses in particular), and he doesn’t do any grading – the students evaluate themselves. Peura explained that he made these changes in his classroom in order to create learning activities and environments where students want to work hard and can evaluate and direct their own learning.
Peura surprised me, however, when he told me that, at the same time, he works systematically to build his reputation and “brand” among educators in Finland. He does that by making his teaching visible and sharing his plans and tools (like a seven week plan for teaching vector calculus) in his own blog, Facebook page, and YouTube videos, as well as in a new book, Flipped Learning, by Marika Toivola, Markus Humaloja, and Peura (the book will be published in English this fall).
Peura’s efforts to “build his brand” have paid off. His Facebook page now has 13,000 members, and he regularly receives invitations to speak at conferences and visit other schools and other countries. He’s gained access to other noted educators and those who wield power and influence in education, and his books and other works certainly have a bigger audience than he would otherwise have had.
Since my Norwegian and Finnish colleagues consistently emphasize the importance of equity and common identity – and not building an “individual brand” – Peura’s approach seem more American than Nordic. But Peura has always had a larger goal in mind: changing the traditional, academic focus of the whole Finnish education system. As Peura explained, building his reputation is a key means of encouraging other teachers take advantage of the autonomy offered in the Finnish education system and to pursue and share their own efforts to change conventional instruction. “We just need a lot of teachers that are creating their own books, and blogs and leading their own subjects,” he told me.
From Peura’s perspective, Finnish teachers need to go public precisely because it is so counter-cultural. Although the Finnish education system is well-known for supporting teachers’ autonomy and independence, Finnish teachers are not particularly prone to collaborate or share their work. Furthermore, although many know the Finnish education system is high-performing, as Saku Tuominen (an expert on innovation and founder of HundrED) regularly points out, few people can name a single innovative educational tool or practice developed in Finnish classrooms (but everyone seems to know that Angry Birds was launched in Finland).
Given these circumstances, Peura explained to me that he feels that he not only needs to go public with his own work, he needs to help build an audience that is interested in hearing from educators and to encourage other educators to make their work and ideas public as well. As he put it, “if you have some good tools or ideas to share, there is no one to share with unless people will listen to you.”
At the same time, Peura makes it clear that the relationship between commercial enterprises and classrooms in Finland is also dramatically different from the US. As he wrote to me:
In Finland we don’t promote companies very easily. I don’t know any teacher, who gets money from some company to advertise them. But it is familiar that some companies give technology hardware or software for free for some classrooms to test them. But we give fair feedback, if the product doesn’t work in the classroom, it is said out loud.
From my point of view it is really important NOT to connect your name-brand with some one company, because we are a very small [community] and teachers know each other, especially if you are a well known teacher, and it eats into your credibility as a change maker. And one thing that is also quite common in Finland is that we try to seek open/free solutions, so if there is a free and a commercial product/solution, we promote the free one. It is crucial for your credibility to promote commercial products only if it’s the best and only solution for some problem.
There are teachers like Kayla Dalzel and Pekka Peura all over the world, and all have to contend with the tensions between personal gain and the public good, but the context is different. In this case, when it comes to the US and Finland, it all comes down to trust. In Finland, they trust teachers. In the US, we don’t.
We sometimes forget why that’s the case. As Peura points out, trust, visibility and reputation are inextricably linked everywhere, but Finnish educators work in a system designed to build trust in teachers. US educators do not.