Value proposition

“Boosting ICT entrepreneurship in Europe by fighting against fear of failure in a gamified process, in order to impact a big audience of prospective entrepreuneurs”.

FACE (Failure Aversion Change in Europe) Entrepreneurship is twenty month integrated Communications campaign financed under the European Union´s Horizon 2020 research and innovation programme.

The project is addressed to prospective ICT European young entrepreneurs, with the aim to help them to overcome and to confront the “path to follow” FACING the psychological and cultural barriers related to the fear of failure found along the decision process to be an entrepreneur. FACE Entrepreneurship will promote the skills of ICT-entrepreneurs so that they materialize ideas in projects while fostering the relationships between the different participants in the project and will reach out not only to individuals, but also to companies and industry sectors, clusters, universities and public entities.

FACE Entrepreneurship will convey a common message in Europe, a motto that will help all current and future ICT-entrepreneurs to understand that the lack of a risk-taking entrepreneurial culture is part of the reason why lots of great ideas have not been developed in Europe, accepting that failure is part of the learning curve.


The “path to follow” is shown on a digital multiplatform tool which is enriched with audio-visual content such as expert interviews and a web serie. The platform will be based on gamification dynamics in order to motivate and to foster the participation of the participants.

But it won’t just be a virtual connection. Seven offline events will be organized in seven different EU countries. They will bring together future entrepreneurs from each country in a single space who will have the opportunity to interact with other entrepreneurs and experts in the field who will encourage and work hand in hand with them on demystifying the concept of business failure.