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Norway at work – the value-creating Norway - The people who keep society going

Writer: Magne Bjella
Magne Bjella
11 hours ago
9 min read
"Norwegians work in stores, in hospitals, on oil platforms. Norwegians work to keep us safe, work to keep the country clean of garbage, and look for new solutions for a green future. Norwegians cultivate the land and fish. Norwegians do research and teach."

King Harald's words from the Palace Park contain something that is most important about Norway.


Watercolor illustration depicting the value-creating Norway through people in different professions and life situations. The image shows, among other things, a railway worker at the train tracks, a nurse helping an elderly woman, a teacher with children around a table, a farmer in the field, a bus driver, a doctor, a fisherman at sea, an offshore worker on an oil platform, a soldier from the Armed Forces and a sanitation worker. In the background are Norwegian fjords, snow-capped mountains, fishing boats, an oil platform, a train and a rescue helicopter. The illustration highlights the interaction between people, natural resources, knowledge and working life. The image visualizes how value creation occurs throughout the country and across sectors – in public and private enterprises, in urban and rural areas, at sea and on land. The message is that the most important capital is not found in the accounts, but in the people who keep Norway going every day.

When we talk about value creation, the debate often revolves around investments, technology, productivity and capital.

These are important topics.

But the most important capital is not in the accounts.

It takes the subway to work.

It runs the night shift.

It drives the bus.

It builds railways.


Watercolor illustration divided into four panels showing different types of bus transport in Norway and the people who keep the public transport system running. The top left shows a red city bus in Oslo on route 31 towards Grünerløkka. Rain-soaked city streets, a bus stop and passengers illustrate the everyday journey to work, school and leisure activities. The top right shows an express bus between Oslo and Bergen through a mountainous landscape. The illustration highlights the importance of long-distance public transport that connects regions and local communities. The bottom left shows a school bus ready to pick up children on their way to school. The image highlights how public transport contributes to safe school trips and equal opportunities for children throughout the country. The bottom right shows an airport bus at a Norwegian airport, with terminal buildings in the background. The illustration shows how public transport is an important part of the overall travel chain. The watercolor highlights the role of bus drivers in value-creating Norway. Every day they ensure that people arrive safely at work, school, healthcare and leisure activities. The image illustrates how value creation occurs through people who perform socially critical tasks and contribute to mobility, accessibility and community.

It works on the oil platform.

It grows our food.

It sails out before dawn.

It teaches our children.

It keeps hospitals clean.

It is Norway at work.


Watercolor illustration divided into four panels showing everyday life in a Norwegian kindergarten and the important role that kindergarten staff play in children's development and learning. At the top left, a kindergarten staff member sits with several children around a table where they draw, paint and explore creative activities. The room is bright and inviting, with toys and educational materials in the background. At the top right, a group of children are outside in the kindergarten's play area together with an employee who is actively participating in play and exploration in nature. The illustration shows the importance of outdoor activities, community and learning through play. At the bottom left, a kindergarten staff member helps a child with outerwear in the wardrobe, while other children get ready for the day's activities. The image highlights care, security and support in small everyday situations. At the bottom right, a kindergarten staff member reads aloud to a small group of children sitting together on the floor. The illustration shows how language, curiosity and community are developed through closeness and interaction. The watercolor highlights kindergarten staff as an important part of the value-creating Norway. Through care, play and learning, they contribute to children's development, social competence and security - and lay the foundation for future knowledge, participation and value creation.

Who is the value-creating Norway?

Value-creating Norway is found all over the country.

At railway stations and in control rooms.

In kindergartens and classrooms.


Watercolor illustration divided into four fields showing different situations from everyday Norwegian school life and the role of teachers in students' development and learning. At the top left, a teacher helps two students with schoolwork in the classroom, while other students work concentratedly at their desks. The illustration shows the importance of individual follow-up and adapted teaching. At the top right, a teacher teaches mathematics in front of the blackboard, while several students participate actively and raise their hands. A Norwegian flag and map on the wall emphasize the school's role as an arena for knowledge, democracy and community. At the bottom left, a teacher takes a group of students out into nature to explore and learn about the surroundings. Mountains, water and landscapes in the background illustrate how learning also happens outside the classroom through experience, curiosity and experiences. At the bottom right, students and teacher collaborate around a table in a modern learning environment. Conversation, reflection and collaboration are central to teaching. The watercolor highlights teachers as an important part of the value-creating Norway. Through teaching, mentoring and relationship building, they contribute to developing knowledge, critical thinking and life skills in future generations. The image illustrates how learning, trust and community lay the foundation for future value creation.

In nursing homes and hospitals.

On fishing boats and farms.

On construction sites and workshops.

On oil platforms and airports.

In the Armed Forces.


Watercolor illustration divided into four panels showing different parts of the Armed Forces' activities and the importance of preparedness, security and cooperation. At the top left, a soldier is shown on board a military boat heading towards a Norwegian frigate at sea. Norwegian flags and coastal landscapes in the background emphasize the Armed Forces' role in monitoring and protecting Norwegian sea areas. At the top right, three soldiers are working together around a map during a field exercise. Vehicles and unmanned aerial vehicles in the background illustrate modern technology and coordination across disciplines. At the bottom left, a pilot at an air base stands in front of a fighter jet, while ground crews perform technical work. The image shows how the Air Force depends on close cooperation between pilots, technicians and support functions. At the bottom right, soldiers patrol in a winter landscape under demanding conditions in the highlands. The Norwegian flag in the background symbolizes sovereignty, preparedness and presence. The watercolor highlights the Armed Forces as an important part of value-creating Norway. Armed Forces personnel contribute to safety, security and preparedness – fundamental prerequisites for people, businesses and public services to function and develop. The illustration shows that value creation is not only about economics, but also about protecting society's most important values: freedom, trust and security.


Behind the wheel of the bus.

In the cleaning teams that ensure safe workplaces.

In the cultural institutions that give us shared experiences.

Value-creating Norway consists of people with different experiences, different education and different tasks.

Some work with their hands.

Others work with their heads.

Most people do both.

What they all have in common is that they contribute to the functioning of society.



Watercolor illustration composed of five scenes from the Norwegian healthcare system that shows the breadth of work performed by surgeons, doctors, nurses and healthcare professionals. At the top left, a surgical team performs an operation in a modern operating room. Surgeons and surgical nurses work closely with advanced medical equipment to provide the patient with the best possible treatment. At the top right, a nurse holds the hand of an elderly patient in a hospital room. The illustration highlights the importance of care, safety and human proximity in healthcare work. At the bottom left, a doctor talks to a patient in an examination room. The image shows how medical expertise is combined with communication, trust and guidance. In the middle, nurses and other healthcare personnel walk through a hospital corridor, surrounded by signs for the emergency department, intensive care unit and operating theatres. The illustration emphasizes the interaction between different professional groups in the healthcare system. At the bottom right, a healthcare professional sits next to an elderly patient and creates safety through care and presence. On the wall are the words "Safety", "Respect", "Care" and "Trust". The watercolor highlights healthcare personnel as a central part of value-creating Norway. Through professional knowledge, care and cooperation, they contribute every day to the quality of life, health and security for people in all phases of life. The illustration shows that value creation is not only about financial results, but also about safeguarding people's lives, health and dignity.


We live off each other's work.

"We should live off each other's work," Jens Stoltenberg has said, referring to former Finance Minister Erik Brofoss.

It is a simple formulation that contains an important truth:

No one creates value alone.

The farmer is dependent on the transporter.


Watercolor illustration divided into four panels showing different aspects of Norwegian agriculture and the people who produce the food we eat. At the top left, a farmer takes care of cows on the farm. The image highlights the daily care of the animals and the importance of good animal husbandry. At the top right, a farmer works with a tractor on a field surrounded by mountains and valleys. The illustration shows modern agriculture and the work of preparing the soil for new crops. At the bottom left, a farmer feeds sheep in the barn. The scene emphasizes how livestock farming requires knowledge, responsibility and continuous effort throughout the year. At the bottom right, a farmer harvests vegetables in a field with a view of the fjord and mountains. The image shows the connection between nature, sustainable food production and local value chains. The watercolor highlights farmers as a central part of value-creating Norway. Through knowledge, long-term thinking and hard work, they ensure a secure food supply, vibrant local communities and management of the cultural landscape. The illustration shows that value creation starts with people who cultivate the land, care for animals, and manage natural resources responsibly.

The conveyor is dependent on the mechanic.

The mechanic depends on the teacher.

The teacher is dependent on the health worker.

The healthcare worker is dependent on the cleaner.

The cleaner is dependent on the farmer.


Watercolor illustration divided into four panels showing the work of cleaners in different parts of society and the importance of their efforts for health, well-being and safety. At the top left, a cleaner washes the floor in a modern office environment before the workday starts. Cleaning equipment and a wet floor warning sign stand next to it. The image illustrates how cleaning contributes to good working conditions and a safe indoor environment. At the top right, a cleaner works in a hospital corridor with signs for the emergency department, operating room and intensive care unit. The cleaning trolley is filled with equipment and disinfectants. The illustration shows the important role cleaning plays in infection control, patient safety and emergency preparedness. At the bottom left, a cleaner cleans a common area in a nursing home, while residents and staff interact in the background. The image highlights how cleaning contributes to well-being, dignity and good surroundings for older people. At the bottom right, cleaners take a break together in the changing room. On the wall hangs the text "Thank you for the work you do", while the cleaning cart is marked with the words "Pride", "Well-being" and "Safety". The illustration emphasizes the importance of community, recognition and a working environment. The watercolor highlights cleaners as an important part of the value-creating Norway. Through knowledge, accuracy and daily effort, they contribute to health, safety and well-being in working life and in public services. The illustration shows that value creation often occurs in professions that receive little attention, but are crucial for society to function – every single day.


We are dependent on each other.

Public and private sector.

City and country.

Practical experience and academic knowledge.

It is in this interaction that values are created.


Watercolor illustration divided into four panels showing different work tasks and roles related to Norwegian offshore oil and gas activities. At the top left, an offshore worker stands on deck and looks towards an oil platform in the North Sea. The sea, supply ships and demanding weather conditions illustrate the working environment and the distance to the mainland. At the top right, two skilled workers collaborate on technical maintenance of equipment on the platform. The image highlights the importance of safety, precision and teamwork in a complex industry. At the bottom left, an offshore worker communicates via communication while supply vessels operate around the platform. The illustration shows how preparedness, logistics and coordination are crucial for safe operations. At the bottom right, an operator monitors production processes from a control room with a view of the offshore installations. Screens and digital systems illustrate how technology and human competence work together. The watercolor highlights offshore workers as an important part of the value-creating Norway. Through technical knowledge, safety culture and continuous cooperation, they contribute to energy supply, jobs and income that finance community services. The illustration shows that value creation in the energy sector depends on people with different skills – from skilled workers and operators to engineers, logistics personnel and emergency response teams – who together ensure safe and efficient operations.

Value creation is more than economics

Value creation is about more than numbers in an accounting report.

It is also about safety.

About health.

About knowledge.

About preparedness.

About care.

About culture.

About trust.

Because without trust, Norway stops.

Trust makes us collaborate.

Trust allows us to share knowledge.

Trust allows us to find new solutions.

And trust allows us to create value together.



Watercolor illustration that brings together various artistic expressions within opera, ballet and theatre in one composition. In the foreground on the left, an opera singer (Vera Talerko) stands in an elegant dark dress and performs a piece with great emotion, while an orchestra can be glimpsed in the background. In the middle of the image, two ballet dancers in classical costumes dance surrounded by an ensemble on stage. At the top right, an actor performs a dramatic scene inspired by classical theatre, while other actors interact in smaller scenes further down the illustration. At the bottom left, the building of the Norwegian Opera & Ballet by the Oslofjord is shown, with the audience on their way to a performance. The watercolor highlights cultural life as an important part of value-creating Norway. Artists, musicians, dancers, actors, technicians, producers and many other professionals contribute to experiences, community and cultural identity. The illustration shows that value creation is also about creativity, storytelling and human encounters – experiences that create reflection, belonging and quality of life.

Culture also creates values

When we talk about value creation, we often forget the importance of culture.


But art and culture also create values.

Opera singers, ballet dancers, musicians, actors, stage technicians and costume designers contribute to experiences that bring people together and build community.

Culture creates identity.

Culture creates jobs.

Culture creates belonging.

Culture creates memories.

It is also value creation.


Watercolor illustration divided into four panels showing different aspects of the fishing industry and the people who create value along the Norwegian coast. At the top left, a fisherman stands on deck and looks out over the sea towards a fishing boat surrounded by mountains and coastal landscapes. The image conveys the closeness between people, the sea and natural resources. At the top right, two fishermen work together to haul in a net filled with fish. The illustration shows the physical work, teamwork and practical skills required in the fishing profession. At the bottom left, a fisherman sorts the day's catch on the quay, with fishing boats and a small coastal community in the background. The image highlights how the fishing industry creates jobs and activity in local communities across the country. At the bottom right, a skipper steers the fishing boat from the wheelhouse using modern navigation equipment and digital maps. The illustration shows how traditional seamanship is combined with new technology and advanced expertise. The watercolor highlights fishermen as an important part of the value-creating Norway. Through knowledge, experience and hard work, they ensure sustainable harvesting of marine resources and contribute to food production, export revenues and vibrant coastal communities. The illustration shows that value creation occurs in the interaction between people, nature and technology – and that the fishing industry remains a central part of Norway's identity and future.

The invisible capital

The Petroleum Fund is important for Norway, but our most important resource is still our people – the knowledge they possess, the trust they build and the work they do every single day.

Because without people, there are no businesses.

No public services.

No innovation.

No value creation.

The most important capital is not in the accounts.

It gets up early.

It goes to work.

It stands up for others.

It creates security, development and community.

It is Norway at work.

It is the value-creating Norway.

And it deserves to be seen.


Watercolor illustration divided into four panels showing different professional groups and work tasks at the airline SAS. At the top left, a ground staff member directs a SAS plane to the gate at a rain-soaked airport. The control tower and terminal area are visible in the background. The image illustrates the importance of precision, safety and coordination in ground service. At the top right, a cabin crew member serves coffee to a passenger on board a SAS plane. The illustration shows how service, care and human encounters are an important part of the travel experience. At the bottom left, an aircraft technician performs maintenance on an aircraft engine. The image highlights the technical expertise and extensive safety work that goes into every flight. At the bottom right, a SAS employee helps a traveler at the check-in counter, while information boards and planes on the ground can be seen through the windows in the terminal. The watercolor highlights the people behind aviation – from ground crew and technicians to cabin crew and customer service personnel. Together, they ensure that millions of people can travel safely, efficiently and comfortably. The illustration shows how value creation in aviation is about much more than aircraft and technology. It is the people, cooperation and expertise that make the entire value chain work – every single day. For Norway, aviation is an important part of the infrastructure that connects cities, regions and people together. It contributes to business development, tourism, emergency preparedness and international cooperation.


Further reading:






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