What I wish I knew...before starting a business in Denmark.

Photograph: Pexels

Text: Diana Medrea-Mogensen

Many new entrepreneurs think of “starting a business” as a single step, a decision, a registration, or a website launch. I thought so too. But when I opened my first business in Denmark, an on-demand cake shop born from family blog requests, I discovered something else entirely: that entrepreneurship isn’t one thing, but it’s the ongoing alignment of who you are, where you are, and who you’re building with. In other words, business is never just business. It touches everything, and here’s what I wish I’d known sooner.

Self: You are what you practice

Years after I started, I heard Michelle Obama say, “You are what you practice.” It struck me, because that’s precisely what business is. You become the entrepreneur you practice being. Cold calls, marketing, logistics, and dealing with customers - these aren’t just tasks - they shape your daily identity.

The trap is doing what you see others do without asking: Is this aligned with me? You might love connecting with people, or you might find constant customer interaction draining. You might be energised by hustling, or you might need quieter, more strategic modes of working.

Every choice in your business becomes a kind of training. You’ll spend time, energy, and often money practising how to be, what to learn, and how to show up. Before you get too deep, pause and ask: Is this the kind of entrepreneur I want to become? Let your business support your strengths, not suppress them.

Environment: Context is everything

There’s the physical environment, like working with Danish regulations, registering your CVR number, or renting an approved kitchen, and then there’s the invisible one: the ecosystem around you.

I thought that if I followed the rules and worked hard, everything else would fall into place. But business isn’t linear in Denmark or anywhere else. There are two sides to your environment: the fixed (laws, taxes, systems), which you must understand well enough to avoid trouble; and the fluid (networks, relationships, trust), which you need in order to thrive.

Culture matters. Conversations matter. Showing up in local networks, even if just to listen and learn, is part of building a business here. You’re not just running a business in Denmark, you’re building a business with Denmark. It’s a shared space.

" If you’re thinking about starting a business in Denmark or anywhere, don’t just ask how to start. Ask what kind of life you want to build around it."

People: The core of it all

Every business is about people. Your customers, your collaborators, your family, your future team. Even yourself. And in the early days, it’s all incredibly personal.

When I started, I didn’t realise how much the business would spill into every relationship: my marriage, my friendships, even what I had to talk about at dinner. You’re immersed, and it’s exciting and exhausting.

There’s a reason entrepreneurs often tie their identity to their work. At first, the lines blur. Eventually, you find ways to separate again, but not before you understand just how intertwined business and people really are. Your ability to communicate, listen, ask for help, and collaborate is not soft - it’s strategic.

And one thing I learned? People don’t separate you from your business, even if you try to. That can be overwhelming, but it’s also a reminder to build something you’re proud to stand beside.

A note of realism

Does this mean that entrepreneurship is a “build your own adventure” story where everything flows as long as you’re aligned? Not quite. You won’t always get to choose your circumstances. Limitations (financial, cultural, emotional) will still shape your experience. The environment is what it is, and your fit within it doesn’t depend only on how hard you try. People are people. Things will be hard, and sometimes unfair. That’s life. That’s business.

But here’s the thing: that’s also true if you don’t build from alignment. Misalignment won’t shield you from hardship - it’ll just drain you faster. The challenges will come either way, but they’ll be more bearable and more meaningful if you’re not fighting yourself in the process.

I used to think “being in business” was a single action. It’s not. It’s the result of hundreds of small, interconnected choices involving who you are, where you work, and who you work with. If you’re thinking about starting a business in Denmark or anywhere, don’t just ask how to start. Ask what kind of life you want to build around it.

Because in the end, your business will shape your days, your energy, your relationships, and your future. That doesn’t have to be overwhelming. It just has to be intentional.