In every corner of the business world, the word "communication" echoes with undeniable force. Whether in business meetings, workshops, or even in informal conversations among entrepreneurs, the topic consistently arises, reaffirming its vital role in the fabric of success.
However, it wasn't always this way. There was a time when communication was treated as a minor detail, something that could be refined along the way, but never considered a cornerstone of a solid company. Today, this outdated view is being challenged by leaders like Isabel Cumbi and Nelson Muzila, who invite us to rethink communication as the true essence of entrepreneurship.
Entrepreneur Isabel Cumbi is well aware of the pitfalls of failed communication. She observes that many entrepreneurs stumble, not due to a lack of good ideas, but because they are unable to express them in a way that resonates with their target audience.
"Communication," Cumbi says, "is essential in decision-making and sharing, both in the community and in entrepreneurship." Her words are not just advice but an urgent warning: communicating is not simply about talking; it's about adapting, listening, and understanding others. As she emphasizes, it’s about studying your target audience and choosing the language that best reaches them—a language that not only informs but also inspires.
Meanwhile, on the creative side of the entrepreneurial spectrum, Nelson Muzila, founder of the brand Maduro Clothing, explores communication as a strategic tool to stand out in a saturated market. For Muzila, communication goes beyond selling a product; it's about creating an experience, building a brand that not only speaks to the consumer but makes them feel something profound.
"Who can be an entrepreneur?" he asks, prompting us all to reflect on what it truly means to be an entrepreneur. The answer, he suggests, lies not only in technical skills or accumulated knowledge but in the ability to communicate clearly and effectively. "The more an entrepreneur invests in training," Muzila reflects, "the more value they add to their product."
Emotion, as Muzila wisely points out, is what truly sells. No matter how functional or well-made a product is, if it doesn't evoke a feeling, if it doesn't create an emotional connection, it will just be another item on the shelves. "Value," he states, "is what truly matters in creating a product." And that value begins with communication, in how the entrepreneur presents their idea to the world.
In the end, both Cumbi and Muzila teach us that communication in entrepreneurship is not just an optional accessory; it is the thread that connects all the elements of a successful business. It turns ideas into reality, products into experiences, and conversations into lasting relationships. In the game of entrepreneurship, communicating well is not just an advantage—it's the key to success. And that key is available to everyone who wants not just to survive but to thrive in a world where innovation and leadership are shaped by the words we choose and the stories we tell.
(By Rafael Langa)
