Vision communication in turbulent times: How startup leaders navigate dynamic environments

Effective leadership communication in startups is crucial for business survival, as founders interact more directly with employees than leaders in established organizations. While vision communication is known to motivate employees and support growth, how startup leaders communicate vision and how employees perceive it amid constant changes remain underexplored. This study addresses this gap by investigating vision communication in early-stage startups operating in dynamic environments through qualitative methods. The study found that, unlike leaders in established organizations who are encouraged to communicate a clear and stable vision, startup leaders often articulate flexible and evolving visions that adapt to market demands and organizational development. These findings contribute to entrepreneurial leadership communication by showing how vision communication varies in uncertain situations in the startup context and offer practical guidance for founders seeking to engage employees and manage ongoing change.