Communicating evolving vision in early-stage startups: From founder intent to employee engagement

Early-stage startups operate in dynamic environments characterized by uncertainty and frequent pivots, making traditional advice regarding a clear and stable vision difficult to implement. Drawing on multiple qualitative data from observations at a global accelerator, 17 in-depth interviews, 15 informal interviews conducted during fieldwork, and four case studies, this article examines how startup leaders communicate strategic vision and how employees make sense of evolving direction. We find that rather than relying on formal vision statements, founders frequently communicate vision through short-term goals, task coordination, and ongoing interaction. Vision evolves as startups test and validate markets, while employees interpret vision retrospectively through their daily work. The study advances entrepreneurship research by conceptualizing strategic vision as an evolving and interactional process rather than a fixed message communicated directly from leaders to employees. It also offers practical guidance for startup leaders on communicating vision flexibly while adapting to changing conditions.