The European tech ick list: Emojis, baseball caps and everything-maxxing

2026-04-15 · Source: Sifted · Field: Business & Management — Entrepreneurship & Start-ups · Depth: Fundamental Awareness, medium

Summary

Sifted has compiled a list of "icks" prevalent in the European tech ecosystem, defined as everyday habits that signal a creeping sameness and a focus on style over substance. The list, based on internal polling, includes 12 behaviors such as "commenting for reach" on social media, over-enthusiastic emoji usage, announcing new funds before a first close, and wearing baseball caps despite Europe's limited connection to the sport. Other "icks" highlighted are AI-generated LinkedIn posts, raising down rounds with poor narrative control, VCs claiming to be "founder-friendly" as a differentiator, performative reluctance in social media posting, ubiquitous free tote bags at events, vague "building something new" status updates, bragging about standard AI tools, and the overuse of the "-maxxing" suffix.

Key takeaway

For entrepreneurs and investors navigating the European tech landscape, recognizing and avoiding these "icks" can differentiate your brand. Focus on genuine communication, substantive achievements, and authentic engagement rather than adopting performative or cliché behaviors. Your credibility and perceived originality will benefit from a conscious effort to stand out by being truly distinct, not just by mimicking perceived industry norms.

Key insights

Normalised behaviors in European tech often prioritize style and performativity over genuine substance and originality.

Principles

• Authenticity fosters trust.
• Substance outweighs superficiality.

In practice

• Critically evaluate social media engagement tactics.
• Ensure fund announcements reflect actual financial milestones.

Topics

• European Tech Ecosystem
• Startup Culture
• Venture Capital Practices
• LinkedIn Etiquette
• Digital Communication Trends

Best for: Entrepreneur, Investor, Tech Journalist

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Editorial summary, takeaway, and curation by AIssential. Original article published by Sifted.