Outside and inside of entrepreneurship: A communicator's perspective

Outside and inside of entrepreneurship: A communicator's perspective

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A little over two months ago, I began my role as Marketing & Communication Coordinator at EGC. For context, this is my first in-depth involvement in the world of entrepreneurship. While I’ve read about startups and met entrepreneurs before, I’ve never had an "inside" view of what it truly means to be one.

As an outsider, looking at the term entrepreneurship and the few founders I have met, I can say that one of the defining characteristics of the narrative built around the field, particularly in the Balkans, is the tendency to put entrepreneurs on a pedestal—those who manage to create and sustain their own businesses are highly admired. However, the moment you step into the entrepreneurial world, it becomes clear that the reality is far more complex than it appears from the outside.

Like many of you who have worked in a specific field for years, I’ve developed what the French call déformation professionnelle—a professional bias that highly impacts how I view the world. Naturally, my reflex is to observe entrepreneurship from a communicator’s perspective. 

Right now, standing at the beginning of my journey, it is the perfect time to share some of the impressions I have gathered during these early days.

So let’s start… 

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The language of entrepreneurship: A whole new dialect

For me, entering the world of entrepreneurship felt like stepping into a different country—one with a completely different language that is both unique and dynamic compared to what I was used to. Coming from a background in humanitarian work and academia, this entrepreneurial dialect felt both fascinating and overwhelming. Words that once seemed straightforward suddenly carry new meanings, and the nuances of communication take on a different shape.

One term you’ll hear often is ecosystem. At first glance, it seemed like just another buzzword, but from the conversations I’ve had and the bit of research I’ve done, I quickly realized it’s a concept that lies at the heart of how startups, businesses, and industries thrive. 

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In traditional contexts, an ecosystem refers to a network of living organisms interacting with their environment. In entrepreneurship, it’s the interconnected network of people, organizations, resources, and conditions that support innovation and business growth. I am quite sure that I am still unable to fully comprehend the entire scope of what an ecosystem truly represents, and explaining it in detail (to both myself and others) would require much more space than this blog allows, so I’ll leave that to those with a deeper understanding of the concept. 

Looking back at the past month, it seems to me that the communication codes I’ve picked up through education, past work, and life in general don’t fully apply here. Words like seed, incubator, accelerator, and angel now carry entirely new meanings, and I find myself navigating this unfamiliar language. Thankfully, given the nature of entrepreneurship, I don’t feel pressured to master it overnight—nor will I. While I may come across as a bit of a noob (if that term is still in use) during these early conversations with more established professionals, I’m confident that I’ll grow and learn to adapt to these new surroundings. It’s all part of the entrepreneurial process.

Not to drag the story much further, learning the vocabulary of a new field is not just about fitting in—it’s about fully understanding the mindset and priorities of this world. For someone like me, who is committed to understanding even the smallest nuances of the informational and communication systems within entrepreneurship, bridging the gap between technical terms and messages that resonate with broader audiences is, to say the least, crucial. 

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There’s more freedom in how you communicate

The thing that I noticed immediately, is waaay more freedom in how you communicate with others, whether it be your audience, your partners, or just people in the business . Unlike other fields, there are fewer rigid rules in communication, allowing flexibility in tone. This tone can range from highly formal to borderline provocative, depending on the message and timing. 

So far, I can conclude that entrepreneurs prefer a conversational, engaging style that reflects their openness to innovation and their drive to connect. To illustrate this point, one thing that stood out is that although English is the primary language of the field, most people don’t speak perfect English—which is understandable, considering that English is a second language to the majority of us. Personally, I found it a bit unusual at first to communicate in English with people who speak the same native language as I do. However, it makes sense when you consider that many terms regularly used in entrepreneurship simply don’t translate well into any of the regional languages (try translating pitching to your parents). 

Nevertheless, speaking English which is not perfect is completely fine! The message itself matters. Whether you deliver it in broken English or with a flawless British accent, the essence of what you’re communicating remains the same. It’s the clarity and intent of your message that ultimately makes the difference. The focus of communication is on making complex ideas accessible and relatable. 

This lack of rules that defines communication can be both liberating and challenging. It allows for creativity and authenticity but also requires careful calibration to avoid coming across as unprofessional.  And of course, communication always carries a cultural footprint. 

For example, I have noticed, especially on social media (ie. public space) is that startups in the Balkans tend to maintain a degree of formality when addressing their audience. Venturing into socially controversial or provocative topics is virtually unheard of, reflecting a more conservative approach to communication, compared to Western country based startups. 

Nevertheless, while this balance between creativity and cultural norms may differ from one ecosystem to another, the entrepreneurial space offers a refreshing freedom for experimenting with communication styles that align with your values and goals.

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More freedom often means lack of structure 

Creative freedom is undoubtedly one of the most rewarding aspects of entrepreneurial communication. However, I’ve noticed that it sometimes comes with a downside—a lack of structure, which seems to be a common challenge for many startups.

In their excitement to promote their products or services, startups often set goals that are simply too ambitious for the timeframe they have. When those results don’t materialize as quickly as expected, there’s a tendency to pivot too drastically, abandoning one approach for another. This reactive mindset can lead to inconsistency, which not only confuses the audience but also weakens the brand’s identity and message.

Although I haven’t been an insider for long and may not fully grasp the entire scope of the situation, one thing I’ve observed so far is that inconsistency in communication appears frequently, which further leads to a lack of clarity in business goals.

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It’s perfectly fine to adjust your communication direction at certain points—after all, flexibility is sometimes necessary. However, doing it too often suggests a lack of vision for how you want your brand to be perceived. 

Why does structure matter? 

This is where communication and marketing strategies come into play. A well-defined strategy serves as a roadmap, ensuring that the brand’s messaging remains cohesive and aligned with its long-term objectives. It provides a framework within which creativity can flourish, balancing innovation with disciplined execution. And one of the key aspects of a strong marketing strategy is understanding that it goes far beyond just a social media presence. Posting attractive visuals and catchy taglines is not enough.

Knowing what you want to achieve with your communication—whether it’s building brand awareness, driving customer engagement, or increasing sales—is half the battle. A clear purpose gives structure to creative efforts and ensures that they work towards measurable goals.

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Patience and consistency

A major trap, which is not unique to entrepreneurial communication but is more visible here, is the "too much, too soon" mentality.

It’s easy to look at established brands and admire their credibility, reach, and reputation. But what we often forget is that these companies took years, even decades, to build their positions in the market. They earned trust through consistent messaging, quality products or services, and long-term commitment to their audience. Today’s market and the audience is even more competitive and unforgiving than it was in the past. Consumers are inundated with options, and grabbing their attention requires both creativity and perseverance.

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Consistency, in particular, is key. Your audience needs to see your message repeatedly, across different channels, over time, before they start to recognize and trust your brand. Being consistent doesn’t mean being boring or repetitive. It means maintaining a coherent tone, style, and set of values while adapting your message to different contexts. For example, the way you communicate on Instagram might differ from LinkedIn, but the underlying brand identity should remain the same.

A long-term mindset

Effective communication is not just about the immediate campaign; it’s about building a long-term relationship with your audience. This requires patience, as well as a willingness to stay the course even when results aren’t immediate. It’s important to celebrate small wins along the way and view them as building blocks toward larger goals.

In one of the future posts, I’ll dive deeper into the importance of having a communication and marketing strategy, exploring how to craft one and the benefits it brings to startups and entrepreneurs. For now, the takeaway is clear: while creative freedom is invaluable, it must be paired with structure, consistency, and patience to achieve lasting success.

Final thoughts 

This first month in the world of entrepreneurship as a communicator has been an incredible and truly enriching journey. For me, it’s a space where freedom of expression and creativity take on a whole new meaning.

What I’ve come to realize so far is that effective communication in this field is about finding the right balance. On one hand, there's the thrill of breaking away from traditional communication norms and adopting a conversational, relatable tone that reflects the spirit of innovation. On the other hand, there’s the crucial need for structure—a well-defined strategy that keeps the brand’s messaging clear, cohesive, and aligned with its long-term goals.

As I continue to sail through the entrepreneurial ecosystem, my focus remains on contributing to the larger conversation, and I truly hope this blog marks the beginning of that contribution.