Entrepreneurship is fashionable. The concept has gained strength and has spread far beyond economic vocabulary. Just do it: do it no more. But let us not forget: the slogan comes from the propaganda world. Is the disguise of the word being active buyers? Today's entrepreneurs are also defined as entrepreneurs. Perhaps because it gives a less prejudice term? It looks like it's out of social classes -- but Elon Musk and Mark Zuckerberg are being sold, for example, as ideal activists of today's world. A fascinating and almost mythological biography has been created around them: There are the “self-built” and round people! “We too, with effort, have created ourselves from scratch, like any other. Yes, we have been more successful than others...”

In spite of everything, since business and enterprise initiatives, “entrepreneurship” has spread to any area of everyday life. We need to be successful entrepreneurs in general, in vacations, sex, cooking. But is it a “neutral” word? In fact, words are built on an ideological discourse and we know that the words used structure reality… What to do then with that word? Do we also have to be “critical entrepreneurs” about this?

On the one hand, we can reject the use, reject the word, stop saying. That is not within our semantic field, and it is enough! On the other hand, just as it is present in current discourses, as we will hear so many times, the other option may be to question one's own term or seek new meanings to the word. And taking that second choice, I realized a curiosity: the word poetry (poiesis) means action. If real entrepreneurship were, then, to do poetry? To undertake would be to seek the poetics of words, to savor the taste and taste of words, to feel the sound and trembling of words, to open its meaning and to suggest new meanings. Isn't that a beautiful action?

Perhaps words, without poetry, are petrified and hardened; their shell comes out. As Joseba Sarrionandia mentioned in the special dictionary Hitzen ondoeza: if it hasn't turned you on, put that word on and try to turn another one on. Speaking is, therefore, also doing something. J. L. The linguist Austin has long valued that entrepreneurial ability of the word. And in Basque, the same verb tells us: talking is doing something. Talk and listen? In short, beyond individual economic success, there may be different ways of undertaking. There's something else.