This special podcast episode, recorded at the Zagreb School of Economics and Management during the Storytelling Masterclass, features Asst. Prof. Zdravka Biočina, PhD, and Pascal Wiscour-Conter, international entrepreneur, author of The Culture of Purpose, and faculty member at the Luxembourg School of Business.

Together, they explore the crucial role of storytelling in entrepreneurship — why it’s not just a communication tool, but a strategic asset that helps founders shape their vision, attract investors and talent, and build authentic connections with customers. Pascal explains that authentic storytelling, rooted in purpose, creates trust, and that a message becomes powerful when its meaning truly resonates with the audience.

The episode also sheds light on how the 4InnoPipe2 project supports innovative entrepreneurs across Europe by providing them with the skills, knowledge, and tools to expand their impact.