"Be Delusional" – The Secret to Making It Big

One of Nordika’s first lessons to startup founders? A little bit of delusion goes a long way. "If I can transform from an ugly man into a beautiful man in a wig, maybe you can build that unicorn," she declared.

She emphasized that great businesses—just like great drag performances—are often born out of wild ambition. "When I started doing drag, I didn’t have couture gowns or custom wigs. I had a couple of five-euro bodysuits and a wig that looked more like a mop. But in my head? I was Beyoncé at the Super Bowl."

Drawing a parallel to the startup world, she reminded the audience that many of the world’s biggest companies were built on what seemed like ridiculous ideas at the time. "Mark Zuckerberg sat in a college dorm and thought, ‘I’m going to reinvent how humans communicate.’ Now we have Facebook. Queen Villig the First and Queen Villig the Second said, ‘You know what people want? People want to ride to the suburbs in the middle of the night in a stranger’s car.’ And voila—Bolt!"

Her takeaway? If someone calls your idea crazy, you might just be onto something.

"Start with an MVP—Even If It’s Ugly"

According to Nordika, one of the biggest mistakes people make—whether in drag or in business—is waiting too long to launch. "If I had waited until I had perfect makeup or the perfect wig, I’d probably still be at home staring in the mirror. But the stage would be missing a star."

She described her first-ever drag performance: "I looked like a rat in a wig. My makeup was a mess, my outfit was busted, and I almost fell on stage. But people were living for it. And guess what? They even gave me tips—well, not money, but advice, like, ‘Bitch, you need to fix that makeup.’"

She encouraged founders to take the same approach. "Don’t wait until your product or new feature is perfect—because it never will be. Launch it before it’s ready, collect feedback, and then make it better."

"Don’t Reinvent the Heel"

One of Nordika’s key business insights? You don’t have to create something entirely new to be successful. "Everybody says you need to be original to stand out. No shade, but what even is original? Most ideas have already been tried and tested."

Using her own career as an example, she explained how she has lip-synced to the same Lady Gaga songs for years—yet audiences still lose their minds every time. "The trick isn’t to copy, but to remix. I didn’t just copy Lady Gaga—I made it my Gaga. I added costume changes, questionable choreography, and threw some confetti at the audience to cover the questionable choreo."

For startups, she suggested the same principle applies: "Take an idea that already works, add your unique spin, and suddenly it’s not a copy—it’s a remix."

"Show Up and Show Off"

Reflecting on her early years in drag, Nordika shared how she and fellow performer Vilita worked tirelessly to build awareness of drag culture in Estonia. "To be honest, it was a bit challenging to explain why a grown man would dress up as a woman in a country where not even all women dress up as women," she quipped.

But they didn’t wait for people to come to them. Instead, they put themselves in front of every camera, microphone, and media opportunity they could find. "We did every magazine, podcast, and TV appearance we could get. Most of the time, the questions were always the same: ‘How long does it take you to do your makeup?’ ‘Where do you buy heels in size 42?’ But that’s how you build awareness."

She urged founders to do the same. "When you’re doing something new, people won’t get it at first. It’s your job to get out there and tell your story—again and again—until everyone knows who you are and what you do."


"Face and Embrace Your Fears"

One of the most personal moments in Nordika’s keynote was when she opened up about overcoming insecurity. "For most of my life, I was terrified of looking too feminine. But when you grow up being bullied for talking like a girl, acting like a girl, you start believing it’s something to be ashamed of."

Drag, she explained, became her way of reclaiming that fear and turning it into power. "It wasn’t just about saying ‘fuck you’ to the people who bullied me—it was about proving to myself that I didn’t have to hide who I was."

She then challenged the audience to rethink their own fears. "The more scared you are of doing something, the more likely it’s exactly what you need to do. Fear and anxiety are liars. If I had listened to mine, I wouldn’t be here today, standing on this stage in front of you all."

Her advice to founders? "The next time you’re afraid of public speaking, of being judged, of hearing ‘no’ from an investor—walk into that meeting with all the confidence of a drag queen stepping onto a stage. Have fun and shake your bum!"

"Success is Fun—So Don’t Forget to Enjoy It"

To close out her talk, Nordika reminded the audience that success isn’t just about hitting KPIs and chasing funding rounds. "What’s the point of all that hard work if you’re not having any fun?"

She encouraged everyone to embrace a bit of drag queen energy in their daily lives. "Do something crazy. Wear a fabulous outfit. Maybe don’t go as far as I did and show up in a dress that reveals your entire ass—unless you’re a real attention whore, like me."

And with one final rallying cry, she led the entire audience in a mass booty shake. "So, while you’re out there building your amazing businesses, don’t take life too seriously. And sometimes—just shake your bum."

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sTARTUp Day is turning 10 next year, and now is the perfect time to grab your super early-bird ticket at the best price! Join us in Tartu on January 28–30, 2026, for an unforgettable anniversary edition filled with inspiring speakers, game-changing networking, and next-level opportunities. Get your ticket today and be part of the celebration!