When Noise Replaces Work: A Reflection by Ermal Beqiri and His Consultant

The Albanian technology market is growing. And with that growth comes increasing pressure to attract attention. Some channel this pressure into development, training, and valuable products. Others, instead of creating, choose to speak. Not with results, but with narratives built on noise.

Instead of focusing on real work, they prioritize perception. Lacking substance and raising their voices.

Too often, this noise takes the easiest form to consume baseless accusations, fabricated comments, and efforts to bring down those moving forward with integrity and discipline. Because it’s easier to spread doubt than it is to build something that stands strong.

In this climate, Ermal Beqiri, founder of Soft & Solution Group, shared an honest reflection with his equally unconventional “consultant,” Bill Solution, expressing what many think but few dare to say:

“When you don’t have a trained team, the only thing you can do is slander those who do.”

In an environment where professionalism is often overshadowed by empty words and click-driven headlines, it’s not surprising that the media amplifies this noise. They follow the algorithm. Whatever draws attention gets published. And the less serious the content, the faster it spreads. It’s not personal. It’s just the mechanics of the market.

Meanwhile, in our group of companies, the choice has always been clear: we build.

With dedication. With professionalism. With integrity. Our teams are constantly trained. Our products are updated and developed to meet real needs. Our partnerships are built on trust and measured by results.

Because we deeply believe that the market doesn’t reward those who talk, but those who create.

So, here’s a friendly message to those who choose to “compete” with words: Pick a field. Build an idea. Join the race. Because the market doesn’t reward those who fabricate, it rewards those who contribute.

If we’re proud of anything, it’s our consistency over time, and the quality we never compromise on.

Thanks to our clients and partners, that’s how it will stay, this year and every year ahead.