A new technology or an innovative product alone does not guarantee success. Today, it is no longer enough simply to create a strong innovative idea, product, or technology. It is equally important to clearly communicate its value, remain visible and understandable, and build trust with audiences. Experts emphasize that in the world of innovation, not only technological expertise but also the ability to strategically manage communication is becoming increasingly important.
More and more professionals working in the fields of technology, innovation, creativity, and business are seeking knowledge that helps them understand not only product development, but also how to present products to the market, understand audiences, and communicate effectively in digital environments. The experiences of graduates Jurga Buzytė and Andrius Misiūnas from the master’s programs at the Faculty of Creative Industries at VILNIUS TECH confirm this trend.
Studies inspired the launch of a business
Andrius Misiūnas, who previously worked at companies such as Tesonet, Nord Security, and NanoAvionics and now runs his own company, PluralSales, says he chose the master’s program in Innovation and Technology Communication at VILNIUS TECH because he wanted to better understand how technologies are introduced to the market and how trust is built.
„Everything I did was more or less related to technology. I was interested not only in the development of new technologies, but also in how they are commercialized and communicated. The master’s program in Innovation and Technology Communication naturally combined these areas,“ he says.
The greatest impression on Misiūnas came from networking lectures, where the lecturer invited startup founders and entrepreneurs to share their experiences.
Andrius Misiūnas
„They shared personal experiences — talking about challenges, solutions, and business growth. Those discussions were very closely related to what we were studying at the time. I found the topic extremely interesting,“ he recalls.
It was during his studies that Andrius came up with the idea for his current business. Today, he leads the startup PluralSales, which develops go-to-market strategies for technology companies.
„In essence, our activity is an expanded version of the networking idea. It is directly connected to my master’s thesis about building trust on LinkedIn. By combining my thesis and the networking lectures, I created my current business,“ he explains.
The company works with technology businesses developing high-value products or services. Together with his colleagues, Andrius helps them find potential clients or partners who could contribute to business growth.
„We work with data, automate communication and processes. All of this is very closely related to technology and innovation communication,“ Misiūnas explains.
Trust comes first
According to Misiūnas, the ability to build relationships plays a crucial role in the technology sector. Even the best product will not succeed if clients do not trust its creators.
„When collaboration begins, what matters is whether you fulfill your promises. If you do, the relationship continues. If not, trust disappears,“ he says.
The entrepreneur is convinced that communication knowledge is now essential not only for communication specialists.
„These studies are highly suitable for people working in technology companies or those interested in business, marketing, or sales. A lot of attention is paid to technical communication — how to clearly convey a product’s value and functionality,“ says Misiūnas.
Studying not for the diploma
Jurga Buzytė, a project manager at the public institution Northtown Vilnius, which develops the Vilnius City Innovation Industrial Park, has worked in communication for two decades. She believes that even experienced professionals benefit greatly from returning to university to deepen their knowledge.
„I chose the master’s program in Communication for Creative Society at the Faculty of Creative Industries at VILNIUS TECH not because of the diploma. I believe people must continue learning throughout their lives, so I returned to studies driven by curiosity and a desire to reassess my accumulated experience and knowledge. Communication is definitely a field where there is no shortage of innovations and opportunities to discover new contexts every day,“ says Buzytė.
According to her, the studies helped her look at communication from new perspectives and analyze more deeply the fundamental philosophical and value-based aspects that may not often be discussed in the everyday work of communication specialists, but which ultimately shape many decisions.
„They strengthened my belief that even in today’s rush, communication should not be superficial. Every word and every thought has a value-based and philosophical foundation. This broader approach — rethinking how the world and people function in these times of speed and excess — was especially important to me,“ she says.
Communication matters at every stage of innovation development
Working daily with businesses creating innovations and analyzing trends in high-tech industries, Buzytė is convinced that communication has a particularly strong influence in these sectors.
„When we talk about communication in technology and innovation, many people first think of branding, attracting investment, or media articles. But communication starts much earlier — from the birth of an idea itself, evaluating its market potential, assembling a team, searching for partners, experts, and first investors. At every stage, it is important to have clear answers — both for yourself and for those you want to convince to contribute to implementing the idea.
Communication tools, when used correctly and at the right time throughout different stages of innovation development, help determine whether you are moving in the right direction, whether your product will truly solve a problem, and whether it will be needed and in demand. Sometimes analysis and feedback reveal that there are already similar or cheaper alternatives on the market. Then difficult decisions must be made — changing direction, reassessing advantages, or even putting the idea aside for a while,“ she explains.
According to Buzytė, today everyone wants everything quickly and in abundance, and opportunities to satisfy these expectations are plentiful, making audiences much more complex and difficult to predict.
„We have more analytical tools and communication channels than ever before, but audiences live differently today — they are more impulsive, change opinions faster, and consume information and make decisions differently. Therefore, the impact of communication is enormous, and with it comes great responsibility for those planning communication,“ she says.
Success depends on more than technology alone
Both VILNIUS TECH alumni — Misiūnas and Buzytė — agree that even the most advanced technology may go unnoticed without clear communication.
„There is so much in the world today that standing out is becoming increasingly difficult. It is important to be able to explain clearly and briefly why your product is valuable and how it differs from others,“ says Buzytė.
Misiūnas adds that today’s market values not only technology itself, but also the people behind it and the story they create.
According to both interviewees, this is precisely why communication is becoming not just an additional tool, but one of the key components of success in innovation and technology.
