Drawing on Freire, this article elaborates on how pictures and artefacts benefit processes of ‘prise de conscience’ and ‘conscientization’ among those with powerful voices. Wor(l)d-making was unfolded in the Swedish think-and-do tank, ‘the Smithy’, emphasizing the intrinsically political nature of promoting ‘societal entrepreneurship’ (SE). New words for SE were formulated and a more inclusive world was discerned where all had a role, not just as ‘helpers’, but as equal members of SE practices. Pictures and artefacts enabled hitherto silenced stories to be told and created a common understanding of how SE contrasted with traditional entrepreneurship. When new words were added to entrepreneurship, it was possible to reflect on the actions taken within the Smithy in a deeper sense, not only focusing on actions for the entrepreneurs ‘out there’, but also initiating self-reflection on the roles all had in the Smithy, or in other settings, to promote SE.