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Public profile

How I Work

I don't design systems from a distance.

I build them, operate inside them, and adjust until they survive contact with reality. Then I hand them off.

Start here

If you want the public version of the work, start here.

A lot of what I do happens inside businesses. These are the surfaces where the thinking, taste, and execution stay inspectable without a meeting.

Writing

Where the systems thinking stays public in plain language.

Go to writing

Case studies

Documented proofs of positioning shifts, growth work, and operational installs.

Go to case studies

Apps

Shipped utility products that make the product and SEO layer visible.

Go to apps

Photography

The visual portfolio behind hospitality, brand, marine, and event work.

Go to photography

External profiles

LinkedIn

Professional notes, launches, and operating context.

Instagram

Shoots, field notes, and a visual trail behind the client work.

Method

What I actually do

I narrow the problem before it explodes.

Most projects fail because scope inflates and assumptions go untested. I impose constraints early — budget, time, capability — and force clarity before execution begins.

I translate complexity into usable operations.

Regulations become workflows. Technical systems become interfaces a waiter can use. Abstract strategy becomes a process someone can follow without me in the room.

I stay inside until it's stable.

I don't hand off diagrams. I build, test, absorb the edge cases, and only step back when the system works under real pressure.

I carry responsibility that doesn't show up in titles.

System coherence. Failure prevention. Long-term operability. The things everyone assumes will "just work" — until they don't.

Boundaries

What I'm not

I'm not a strategist who hands you a PDF and disappears.

I'm not an executor who needs to be managed.

I'm not a consultant who sells opinions by the hour.

I install infrastructure. Then I leave.

Now

Current focus

SoftSplit

Compliance infrastructure for Croatian businesses. Fiscalization, foreign workers, regulatory workflows.

Cosmic Production

AV systems for events and venues. Installations, live production, crew coordination.

Selective installs

For businesses ready to reduce owner dependency.

Track record

Clients

Dentelli Dental Clinic, Vandalshop HR, early-stage startups

Education

Silicon Castles startup school, Vienna — 7-day intensive with Stanford professors

Speaking

TZ Split, Wine VIP Event, conferences

Teaching

Economics Faculty Split — Student Entrepreneurship Incubator

Program

Nevjerojatni program (sponsored by RBA)

Mentality

Bootstrapped. No funding. Systems-first.

Manifesto

The short version

I don't sell advice.

I don't sell strategy decks.

I don't sell motivation.

I install operational systems.

I work with businesses where things technically function — but only because one person is holding everything together.

My job is to remove that dependency.

I don't promise growth.

I promise less chaos.

If you want heroics, I'm not a fit.

If you want something that works without you being everywhere, we can talk.

Background

I've been doing this work for over a decade across domains that don't obviously connect — until you see the pattern.

Event production taught me failure modes. When a system breaks during a live event, there's no undo button.

Software taught me abstraction. How to encode judgment into defaults that prevent mistakes.

Growth work taught me incentives. Why marketing "working" often makes operations worse.

Photography taught me signal design. What to include, what to exclude, and why clarity requires exclusion.

The thread is the same: I convert chaos into something operable.

I'm based in Split, Croatia. I work primarily with Croatian SMBs dealing with real regulatory constraints and real operational pressure.

Explore the work

The concrete surfaces — short, no fluff

Email Infrastructure

Deliverability, multi-domain outreach, warmup discipline.

Web Platforms

Static or hybrid sites built for conversion and SEO.

Operational Systems

Internal tools, automations, and pipeline the team actually uses.

Fractional CMO

Marketing leadership and a growth system without a full-time hire.

Case studies

Documented client engagements and outcomes.

Photography

Commercial portfolio — event, hospitality, yacht, brand.

Writing

Shorter essays on systems, marketing, and photography operations.

Deep dive

Longer arguments — systems, pricing, availability, transformation.

Next step

If this resonates

I work best with people who:

  • — Have a real problem, not a vague feeling
  • — Can handle direct feedback
  • — Want systems that survive without me

If that's you, start here.

Start diagnostic What I install