“This talk is for people who are just starting out, or thinking about changing direction,” Eerik Hannus said as he opened the session. Rather than lectures, the format centered on conversation, real experiences, and questions from the audience.

Rauno Kutti began by sharing a non-linear founder journey that started far from e-commerce. From playing in a band that won an MTV award to building and exiting one of Estonia’s top digital agencies, his path was shaped by creativity, risk, and repeated reinvention. “I always had two dreams,” he said. “To be a rock star and to be a businessman.”

When the financial reality of music set in, Rauno moved into marketing and digital advertising, eventually co-founding his own agency after realizing that ownership mattered more than job titles. “We rented an apartment, bought two used chairs, and started pitching,” he recalled. Over seven years, the agency grew into a top-tier player working with major brands, before Rauno exited to rethink what kind of life he wanted.

“I realized I didn’t want to build companies that required me to work 24/7,” he said, describing how burnout and health issues forced him to slow down. That decision led him into e-commerce, where location independence and time flexibility aligned better with family life.

Throughout the discussion, Rauno emphasized that starting again from zero became easier because of one key asset: his personal network. “Your companies may disappear, but your name doesn’t,” he explained. “People remember how it felt to work with you.” For young founders, this translated into a clear lesson: relationships and reputation compound over time.

The conversation also explored confidence and standing out early in a career. Rauno recalled entering his first agency job as a tattooed guitarist surrounded by seasoned professionals. “I thought that was my weakness,” he said. “Later I learned it was exactly what people remembered.” Authenticity, rather than fitting a mold, became an advantage.


When asked about finding co-founders and early team members, Rauno was candid. “You never really know,” he admitted. Instead of perfect alignment, he relied on intuition, shared values, and how it felt to work together under pressure. “Skills can be taught. Being a good human is harder.”

Sales and communication emerged as another recurring theme. Rauno strongly agreed with the idea that without sales skills, even great ideas fail. “If it’s only in your head, it doesn’t exist,” he said, stressing that learning how to pitch, present, and communicate is essential — especially for young founders.

He encouraged students not to fear nervousness. “Being nervous doesn’t mean you’re bad at it,” he explained. “It usually means you care.” Confidence, in his view, comes from repetition rather than talent.

The session closed with a practical question: what would Rauno build if he were starting today? His answer was clear. “E-commerce,” he said, pointing to low entry barriers, flexible work, and learnable skills like Meta and Google Ads. “You can become valuable on the market much faster than you think.”

This seminar was powered by Startup Estonia.