Alexandru Negrea’s Entrepreneurial Journey: Consistency, Strategy, and Innovation

Discover Alexandru Negrea’s vision on content, communication, and personal branding in an exclusive interview by Careers & Business magazine.

Alexandru Negrea has been working in online marketing for almost 20 years, building and selling digital products and services for entrepreneurs, companies, and agencies under the name Social Smarts. For the past few years, he has also been a partner in an audio-video production business – Saga Space.

C&B: Looking at the narrative thread of your career or business, what were the key moments that defined you?
Alexandru Negrea: I was quite inspired when Facebook appeared online, and I capitalized on the idea that every company should have a presence on this platform, which brought me significant visibility in a relatively short time. Later, I built the first Facebook marketing and communication course in Romania, with nearly 5,000 graduates today in all its formats (online, offline, live, or pre-recorded). As is often the case, consistency was the most important key in this whole story.

C&B: What has been the most difficult moment in your journey so far, and how did you overcome it?
Alexandru Negrea: The beginning of the pandemic was the most difficult moment because Social Smarts relied exclusively on in-person meetings with clients and students, but we adapted relatively quickly and launched some online courses that kept us afloat. Nothing spectacular in the negative or positive sense. Paradoxically, that tough moment for Social Smarts turned out to be a good time to start another business with two partners – a studio for podcasts and video production in general – Saga Space.

C&B: Is there a dream or ambition that has always guided you, regardless of obstacles?
Alexandru Negrea: No, nothing like that – it’s a choice I made many years ago: to try out a few entrepreneurial projects instead of getting a job somewhere, without building a spectacular story around that decision.

C&B: What were you like at the beginning of your journey, and how do you feel you’ve changed over time?
Alexandru Negrea: I was irresponsible at the beginning, ignorant, concerned with things that seem unimportant now. Over time, things changed – in the sense that now I think twice when making a decision because I know I can still be irresponsible and ignorant. Let’s say some wisdom and patience have been added along the way, helping me see things more clearly.

C&B: If we were to meet your team or collaborators, what do you think they would say about you?
Alexandru Negrea: There are people I worked very well with and people I didn’t get along with, so opinions would probably be mixed – but I don’t see anything spectacular about that, just a normal path. In the services industry, it’s hard to stay friends with everyone, especially if you’re not willing to make compromises.

C&B: What is the most important decision you’ve made that changed your trajectory?
Alexandru Negrea: I don’t have one.

C&B: How did you build your leadership style or decision-making process? Was it natural or learned?
Alexandru Negrea: I try to be fair in all decisions with clients and collaborators, making sure no one is at a disadvantage – that’s all that guides me in my work. I don’t know how to define leadership styles, I don’t believe there’s something that clear-cut, and I think the stories described in books are overrated. I might be wrong.

C&B: What do you believe sets your business or professional approach apart from the rest of the industry?
Alexandru Negrea: The differentiating elements of the businesses I’ve been involved in have always been me and my partners, and our honest, direct way of communicating the products and services we sell. We never made unsubstantiated promises, never tried to sell at all costs, never told anyone they’d become an expert after taking a course.

C&B: What does a typical day look like for you now, and what moments bring you the most satisfaction?
Alexandru Negrea: I go to the office daily for a few hours, answer emails, meet with my colleagues, and try to find ways to keep our businesses functional without making compromises. And it’s getting harder and harder. The rest of the time, I go to clients who need consulting services, and we try to find development solutions for their businesses together.

C&B: What values or principles guide you in your work, and how do you apply them daily?
Alexandru Negrea: I like everything to be fair and beneficial for all parties involved, and I don’t like working based on vague agreements – even though both industries I’m active in have this component.

C&B: How did the idea to start your business and choose its name come about?
Alexandru Negrea: The names of both businesses I’m involved in were chosen after discussions with close people at the beginning (partners, friends, etc.). There’s no spectacular story here either – just pragmatic choices that represent what we do. This simplicity in decision-making is something I strongly believe in.

C&B: If you could send a message to those who follow your example, what would it be?
Alexandru Negrea: Never give up on your principles, because over time, decisions that go against them will frustrate you and make you dislike what you do. A professional life lived only for money, without passion, is a sure path to some states you don’t want to experience.

This interview with Alexandru Negrea offers valuable insights into how strategic communication and authentic content can build strong personal brands.