Diana Comsa, founder of Boloboc: How marketing turns technical expertise into results and trust

Diana Comsa, founder of Boloboc, discusses engineering marketing, communication, entrepreneurship and how technical companies can build trust and achieve results through clear, strategic communication.

Diana Comsa is the founder of Boloboc, a marketing agency specializing in companies in the engineering, installation, and construction industries. With over 15 years of experience, first in engineering and later in marketing and business development, she has built an agency that helps companies transform technical expertise into clear, credible communication with commercial impact. She believes that the best projects are not built only on the construction site, but also through the way they are explained and understood by the market.

C&B: What is the mission you have taken on through your work?

Diana: My mission is to reduce the gap between technical expertise and market perception. In Romania, there are many engineering companies delivering outstanding projects, but they remain almost invisible because they struggle to communicate what they do.

I founded Boloboc precisely because of this belief: that a good project deserves to be understood, not just executed. I do not believe in marketing built on gimmicks or exaggerated promises, but in communication based on expertise, real examples, and results.

For me, success does not simply mean more views or followers, but the moment when a client is recognized before they introduce themselves, when they tell us that they have started attracting better projects, better people, or more valuable partners because the market finally understands what they are capable of.

C&B: What is the most important problem you see today in the field you work in, and how do you think it can be solved?

Diana: The biggest problem is that many companies treat marketing as an isolated activity that begins after the product or service is ready. In reality, marketing should be connected to the business strategy, internal processes, and the company’s objectives.

In technical industries, there is another challenge: communication is often either too complicated for the client or oversimplified purely for sales purposes and lacking substance. I believe the solution is collaboration between technical specialists and communication professionals from the planning stage, not only at the end.

Companies that invest in clarity, market education, and consistency build a long-term competitive advantage. Marketing in engineering is no longer about advertising, but about trust.

C&B: What is the most valuable lesson you have learned throughout your experience, and one that you believe is worth passing on?

Diana: That entrepreneurship does not mean not being afraid. It means learning how to function in discomfort. I made almost all the important decisions before having all the answers.

I started the company without any entrepreneurial experience. I learned everything along the way, by making mistakes, adjusting, and moving forward. And I realized that the most resilient things are built through small steps, every day, rather than through occasional grand gestures. Everything can be learned if you are consistent enough and passionate about what you do.

I would tell those who are just starting out: do not compare your chapter one to someone else’s chapter ten. The strongest businesses are not built overnight, but through hundreds of small decisions made every day, with patience and the courage to keep going when you do not see immediate results.

C&B: If you had the opportunity to change one thing in Romania, what would it be and why?

Diana: I would change the way we collaborate. I believe Romania has highly skilled people, yet there is still a tendency for everyone to believe that if they do their own part of the job well, the final result will automatically be a good one. In reality, the most successful projects emerge when people communicate, understand each other’s roles, and work together toward the same objective.

When the private sector, education, and public administration manage to build together, projects emerge that can transform entire communities. We need more knowledge sharing, more trust, and a culture in which collective success is more important than individual success.

High-performing countries are not built only by exceptional people, but by ecosystems in which collaboration is a value, not an exception.

C&B: How can we work together to help people, companies, and communities develop more effectively?

Diana: I believe development begins when we share experience, not just results. We need entrepreneurs who also talk about their mistakes, companies that invest in people before investing in their image, and professionals who choose to build for the long term.

Every company has a responsibility to create value not only for its clients, but also for its employees, partners, and the community it is part of.

If each of us were to leave behind better processes, better-prepared people, and a culture of collaboration, the impact would go far beyond financial results. Ultimately, the most valuable businesses are those that build trust and leave something lasting behind.

Diana Comsa’s story and the work of Boloboc show that marketing in engineering is about more than promotion: it is about clarity, trust and turning technical expertise into a competitive advantage. Through strategic communication, collaboration and a long-term vision, companies in engineering, installation and construction can become more visible, credible and relevant to the market.