Communication in Early-Stage Startups - What Do I Need to Watch Out For? with Boris Radke, Head of Communications at Omio

About this episode

Effective communication can make or break a startup. But how do you communicate properly as a founder? Boris Radke, former Head of Communications at Zalando and current Head of Communications at Omio, shares his most valuable insights for early-stage startups.

The First Step: Internal Communication as Foundation

Boris' expert tip is clear: "Your first to-do is establishing well-functioning internal company communication!" Before founders start thinking about external communication, they should first ensure that communication within their own team works effectively. A solid internal foundation is the prerequisite for authentic and credible external communication.

When Should I Start Thinking About Communication as a Founder?

Many founders underestimate the importance of strategic communication in the early stages. Boris recommends addressing this topic very early on – not just when the first major problem arises or investors come knocking. A well-thought-out communication strategy helps send the right signals from the beginning.

The Art of Target-Specific Communication

One of the biggest challenges for founders is adapting their story to different audiences without changing the core narrative. Boris demonstrates how to package the same message differently for investors, customers, employees, and media while remaining consistent.

The company's core story must always remain the same, but the presentation style and focus points can vary depending on the target audience. What interests an investor isn't necessarily what appeals to a potential customer.

Company Brand vs. Personal Branding

Another important aspect is balancing company brand and personal branding. Especially in early-stage startups, founders are often the face of the company. Boris explains when it makes sense to focus on personal branding and when the company brand should take center stage.

The decision depends on various factors: the type of business model, target audience, and long-term company goals. While personal branding is often inevitable in the early stages, founders should strategically plan how to build a strong company brand in the long term.

When Do I Delegate Communication?

A common question from founders is when the right time comes to delegate communication to experts. Boris provides concrete indicators for when a communications team should be built and how large it should be relative to the overall company.

The decision doesn't just depend on company size, but also on the complexity of communication requirements and available resources.

Avoiding Common Pitfalls

Based on his experience at Zalando, Omio, and as an advisor for various Berlin startups, Boris knows the most common communication mistakes. He explains how founders can avoid these from the start and what to watch out for when communicating about company growth, workforce development, and product features.

Communication with Different Stakeholders

Each stakeholder – whether team, investor, or customer – has different information needs. Boris shows how to effectively address these various groups without becoming inconsistent or revealing important information that isn't yet meant for public consumption.

Examples of Outstanding Communication

Throughout his career, Boris has witnessed examples of exceptional communication strategies. These real-world cases provide valuable insights into what works and what doesn't in startup communication.

Conclusion

Good communication isn't a luxury that only large companies can afford. For early-stage startups, it's a crucial success factor. With the right foundations, a clear strategy, and awareness of different target audiences, even young companies can communicate professionally and authentically.