Flor Nieto Blog

We’re Part of the Split Tech City Community ✨

Something really meaningful happened this month: The Inmediato and I officially became members of the Split Tech City community.

And to be honest, it’s more emotional than I expected.

When we moved to Split in 2023 through the Croatian returnee program, I remember hearing about the Split Tech City Festival through a Foreign Business Owners Association panel. I wanted to attend. I followed it on social media. But I felt like an outsider, quietly watching, hoping one day I’d part of it.

A year later, I’m not just a member, I’ve been featured in their Member Interview series. And this story? It really feels like mine.

“I really love processes, especially finding ways to achieve goals, and sometimes even creating new ones just to enjoy the process itself. That’s why The Inmediato is perfect for me. Every project is a new challenge, a new path to build.”

The interview touches on so many pieces of my journey, from cultural journalism, teaching, working in government communications, to launching The Inmediato and moving countries with a baby. It also talks about something that’s been a constant thread: loving strategy, caring about meaning, and believing in doing the work with heart.

“More than anything, I want to help people achieve their goals and dreams, not just in the short term, but in ways that last. To support them creatively and strategically, as they grow into everything they imagine for their brand and themselves.”

I also shared stories of my roots, about my great-grandfather leaving Croatia at 11, my strong and sensitive mom, and my dad, the most strategic person I know. These memories help me stay grounded, especially on the days that still feel hard.

“Our family history is full of strength through difficult circumstances. That doesn’t mean our feelings today aren’t valid. But it does give perspective. We also have so many privileges and reasons to be grateful. And I am. Especially for the challenges, they remind me of what we’re made of.”

Being part of Split Tech City means more than being on a list. It means being seen, included, and invited into a space where creativity, tech, and community come together.

And to be able to do that while building a life for our daughter in this beautiful city? It's a gift.

📖 You can read the full interview (in both Croatian and English) here:
👉 In Croatian

👉 In English

And if you found your way here because of that interview: hi, welcome.
Let’s build something meaningful together.

🖤
Flor

How to stop taking things personally (even when it feels personal)

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I used to think that not taking things personally meant developing some kind of emotional armor, letting everything bounce off me like I was untouchable. But the truth is, some things are personal. Some comments sting. Some rejections feel like they’re aimed right at who you are.

And still, you don’t have to let them define you.

Not taking things personally isn’t about pretending you don’t care. It’s about not letting other people’s words, opinions, or actions shake your sense of self. So, if you tend to overthink every comment, replay conversations in your head, or feel like every critique is an attack, here’s how to shift your mindset.

Understand That People’s Actions Say More About Them Than About You

Most of the time, what people say or do isn’t actually about you—it’s about them. Their insecurities, their worldview, their bad day, their baggage.

Of course, this doesn’t mean people don’t affect us. But it does mean you don’t have to carry everything as if it’s yours to fix.

💡 Action step: The next time someone says something that stings, pause and ask yourself: Is this really about me, or is it about them?

Detach Your Worth from Other People’s Opinions

Not everyone will like you. Not everyone will understand you. And that’s okay.

If someone critiques your work, it doesn’t mean you’re bad at what you do. If someone pulls away, it doesn’t mean you’re not worth their time. If someone underestimates you, it doesn’t mean they’re right.

💡 Action step: The next time you feel hurt by someone’s words, remind yourself: Their opinion is not a fact. And it’s definitely not my truth.

Learn to Pause Before Reacting

When something feels personal, the instinct is to react, defend yourself, explain, get angry, withdraw. But the real power is in pausing.

Give yourself space between what happens and how you respond. That space is where you get to choose what actually deserves your energy.

💡 Action step: When you feel triggered, take a deep breath and ask yourself: Will this matter to me in a week? A month? A year?

Accept That Criticism and Rejection Are Part of the Game

If you put yourself out there—whether in work, relationships, or just being yourself, not everyone will approve. And that’s a sign you’re doing something real.

Some feedback is valuable. Some isn’t. The trick is knowing the difference.

💡 Action step: The next time you receive criticism, ask: Is this constructive, or is it just noise? If it’s constructive, use it. If it’s noise, let it go.

Protect Your Peace Like It’s Your Job

At the end of the day, you get to decide what gets to you and what doesn’t. You don’t owe anyone an emotional reaction. You don’t have to engage with every opinion. You don’t have to internalize what doesn’t serve you.

Your energy, your time, your peace—they’re worth protecting.

💡 Action step: The next time something upsets you, imagine yourself physically setting it down and walking away from it. You don’t have to carry everything.

You Get to Choose What Defines You

Some things will feel personal. Some things will be personal. But you get to decide what shapes you. Not every opinion, not every rejection, not every offhand comment deserves a permanent place in your mind.

So, next time something stings, remind yourself: this doesn’t have to be yours to carry. Let it go. Keep going. And focus on what actually matters.

What’s one thing you’re learning to take less personally? Let me know in the comments 💛

If It Looks Easy, It’s Probably Good Marketing

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Actually, the original title for this post was The secret to Marketing? Making it look so natural people forget It’s work (and think anyone can do it), but it was way too long

There’s a special kind of magic in marketing.

And by magic, I mean: you spend hours writing, designing, planning, reviewing, posting, tweaking... only for someone to look at it and go,
"Wait, that’s it?" 🙃

That’s how you know it worked.

Because good marketing doesn’t scream “MARKETING.”
It feels effortless. Intuitive. Natural. Like it was always supposed to be there.

And when something feels that natural, people assume it’s easy.
They think they could’ve done it too.
(And maybe they could’ve, if they had strategy, brand alignment, data analysis, copywriting skills, emotional intelligence, and a little design magic tucked into their back pocket.)

I’ve had it happen more times than I can count:
A post goes live. It performs well. The visuals are cohesive. The message resonates. And someone casually says,
“Oh, I could’ve done that too.”

Sure, maybe. But the real secret?
It’s not about doing it. It’s about making it look like it did itself.
That’s the work. That’s the art. That’s the invisible labor behind “just a post.”

It’s sitting with a brand and figuring out what they want to say.
It’s translating business goals into emotions people actually connect with.
It’s choosing the right words, colors, timing, tone.
It’s knowing that yes, a caption can move someone—and a visual can build trust.
It’s understanding the algorithm, the audience, and the why behind the what.

So no, it’s not about gatekeeping. I love that people want to be creative.
I love when clients feel inspired and involved.
But I also think we need to name what’s happening when we reduce thoughtful work into something casual or disposable.

Just because something looks easy, doesn’t mean it was.

And honestly? That’s kind of the goal.
To make it feel so smooth, so aligned, so right—that no one sees the seams.
Only the story.

That’s the beauty of marketing. And that’s what we do.
We help brands show up in ways that feel natural, human, and confident—even if behind the scenes, it took a whole lot of work to get there.

Because it’s not about being flashy.
It’s about being clear.
It’s about being honest.
It’s about making people feel something… and maybe even forget that it was all planned.

If you want your brand to feel effortless (without the burnout), you know where to find me.
Let’s make something that works and feels like you.

Shakespeare and Company, Paris

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English translation below – Scroll down to read ✨

En Shakespeare and Co. tienen enmarcadas en la pared las mismas fotos de Truman Capote y Virginia Woolf que tenía pegadas en mi habitación de chica. Y todos los libros que me gustaría leer en el mundo.

Por la original pasaron Ernest Hemingway, James Joyce -su fundadora Sylvia Beach publicó Ulysses cuando nadie más se animaba-, F. Scott Fitzgerald, T.S. Eliot. Era el epicentro del llamado “Lost Generation” de expatriados estadounidenses en París durante los años 20.

Desde 1951 George Whitmanc convirtió la librería en una especie de refugio para escritores viajeros, ofreciendo cama y libros a cambio de algunas horas de trabajo y esto sigue hasta hoy. En esta segunda ola pasaron Julio Cortázar, Burroughs, Henry Miller, Anaïs Nin, Jean-Paul Sartre, Simone de Beauvoir, Samuel Beckett y hasta en el libro M Train de Patti Smith se lo menciona.

Me compré Good Pop Bad Pop de Jarvis Cocker y me lo sellaron. También un libro de Yves Saint Laurent para conocerlo mejor, postales -amo las postales-, un sobre con poemas sorpresa tipeados en la librería y una tote bag que todavía no me animé a estrenar.

No dejan sacar fotos, así que comparto las postales del lugar más hermoso del mundo.

_______________✨

At Shakespeare and Co., they have the same framed photos of Truman Capote and Virginia Woolf on the wall that I had taped to my bedroom walls growing up. And all the books I’d ever want to read in the world.

The original store was a literary hub. Ernest Hemingway, James Joyce -whose Ulysses was published by founder Sylvia Beach when no one else dared- F. Scott Fitzgerald, T.S. Eliot… they all passed through. It became the heart of what was called the “Lost Generation” of American expats in 1920s Paris.

Since 1951, George Whitman turned the new version of the bookstore into a kind of refuge for traveling writers, offering beds and books in exchange for a few hours of help. That tradition continues today. This second wave welcomed Julio Cortázar, Burroughs, Henry Miller, Anaïs Nin, Jean-Paul Sartre, Simone de Beauvoir, Samuel Beckett… even Patti Smith mentions it in her book M Train.

I bought Good Pop, Bad Pop by Jarvis Cocker and had it stamped. Also picked up a book on Yves Saint Laurent, I wanted to learn more about him. I grabbed postcards -I love postcards-, a sealed envelope with surprise poems typed right there in the bookstore, and a tote bag I still haven’t dared to use.

They don’t allow photos inside, so I’m sharing the postcards instead from what might just be the most beautiful place in the world.

Why Taking Work Less Seriously Can Make You Better at It

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There’s a phrase I always say to my team, to the people I’ve worked with, and to myself: we’re not doctors, we’re not firefighters, and we’re not police officers. No one is going to die if something goes wrong. It sounds simple, but it’s the reminder I always come back to when things get stressful.

Working in communication, creative strategy, or digital marketing can feel intense. There are deadlines, last-minute changes, expectations, and pressure, sometimes more than necessary. But most of the time, the urgency we feel isn’t real urgency. It’s the result of putting too much emotional weight on things that can actually be solved calmly.

This doesn’t mean we’re not committed. It doesn’t mean we don’t care. It means we’ve learned that overreacting doesn’t help anyone, not us, not our team, not our clients. Taking things too seriously can lead to burnout, unnecessary stress, and tension. It creates drama, and drama isn’t good for business or for your nervous system.

So how do we take things a little lighter, without being careless?

First, we remind ourselves that most things can be solved. A campaign can be rescheduled. A design can be tweaked. A deadline can be renegotiated. Clarity doesn’t come from chaos, it comes from calm. I’ve never solved anything faster or better by panicking. I’ve solved things by taking a step back, talking them through, and focusing on solutions instead of spinning around the problem.

Second, we learn to laugh. Humor is not unprofessional. It’s human. Being able to laugh at the small things, at ourselves, or at how seriously we took a minor issue, helps release tension and reconnects us with reality. Not everything is that deep.

Third, we build a work culture that values communication over perfection. We don’t need drama to feel important. We need dialogue, problem-solving, and space to say, “This isn’t working. Let’s find another way.”

It also helps to know what’s really urgent and what just feels urgent. Not everything deserves your full adrenaline. Ask yourself: will this matter tomorrow? Will it matter next week? Most of the time, the answer is no.

Taking things less seriously doesn’t mean not doing your job well. It means doing your job with more awareness, more clarity, and more care. Not everything is personal. Not everything is a crisis. And you’re allowed to take a breath before reacting.

At The Inmediato, I try to bring this mindset into the way we work. We take care of the details. We plan. We commit. But we also remember that we’re human. That energy matters. And that you can be serious about your work without making it your entire identity.

So if today feels heavy, I’ll remind you the same way I remind myself: we’re not saving lives. We’re communicating, creating, and growing. And we’ll do it better if we take the pressure off, just a little.

Let me know if this resonates with you or if you’ve found your own way to stay grounded. And if you ever need help building a brand with clarity (and without chaos), I’m here. Always happy to help.

Ch Ch Ch Changes (The Inmediato's version)

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English translation below – Scroll down to read ✨

El 23 de febrero de 2023 nos mudamos a Split y todo cambió. Llegamos con una bebita de un año y tres meses, dos valijas grandes y un carry on. Pasaron muchas cosas y fuimos por partes. Lo primero fue tramitar la residencia temporal, la visa, la ciudadanía, ordenar todos los papeles, conseguir jardín para poder trabajar y que ella también empiece a aprender el idioma, estudiar croata y trabajar en inglés. Inventar una vida de nuevo. En ese momento, por supuesto, The Inmediato cambió. Un poco como pude porque todavía no dormía toda la noche. Estaba mental física y emocionalmente agotada, pero siempre se puede un poquito más -lo sé, pésimo consejo pero a veces uno tiene que sacar fuerzas de donde no tiene-. La agencia cambió y empezamos a enfocarnos en clientes internacionales más allá de conservar algunos en Argentina que queremos mucho.

En el medio pasaron cosas muy hermosas, difíciles y desafiantes. Si quieren les cuento en otros posteos pero este no se trata de eso.

Este año es muy diferente. Tenemos la ciudadanía, documento y pasaporte croata. Lana va a un jardín precioso y hasta empezó inglés. Cumplimos con los chequeos médicos del año -cosa impensada para mí porque significa tener algo de normalidad-. Con ayuda de la contadora, registré la agencia y estoy pagando impuestos, sí, estoy contenta de pagar impuestos. The Inmediato existe en Croacia y bajo mi nombre. Es un comienzo. Y este es otro.

Cambió muchas veces. Cuando empezó, cuando estuvo en pausa, cuando las cosas no salieron como quería, cuando volvió, cuando no recibía lo que esperaba, con los desafíos, los idiomas, los mercados. Cambió porque cambié, cambió porque cambiamos. Cambia todo el tiempo y hoy una vez más.

The Inmediato cambia. Tocó poner un poquito en pausa a los demás y acercarnos más a lo que queremos ser. Y no, nunca es nuestra versión definitiva.

_________✨

On February 23rd, 2023, we moved to Split and everything changed. We arrived with a one-year-and-three-month-old baby, two large suitcases, and a carry-on. Starting from scratch in a new country meant figuring out everything from the very beginning. The first few months were all about paperwork: applying for temporary residence, sorting out visas and citizenship, finding a kindergarten so I could work, and so Lana could begin learning the language. I started studying Croatian and continued working in English while building a life again, piece by piece.

In the middle of it all, The Inmediato changed too. It had to. I was still not sleeping through the night and I was exhausted—mentally, physically, emotionally. But somehow, I kept going. I know it’s not the best advice, but sometimes, you just have to find strength where there isn’t any. With time, the agency began to evolve. We shifted our focus to international clients while continuing to work with some of our long-standing partners in Argentina, whom we care about deeply.

Along the way, there were beautiful, difficult, and challenging moments. I might write about those in other posts, but this one isn’t about that.

This year already feels different. We now have Croatian citizenship, an ID, and a passport. Lana is going to a lovely kindergarten and has even started learning English. For the first time in a while, we managed to make it to all our health checkups, which for me is a small sign of stability. With the help of my accountant, I officially registered The Inmediato in Croatia, under my name. And yes—strangely enough—I’m happy to be paying taxes. It means the agency exists here, for real. It’s a beginning. And at the same time, it’s another chapter.

The Inmediato has changed a lot since it began. It changed when it started, when it paused, when things didn’t go the way I planned, when I brought it back, when expectations didn’t match reality, through different challenges, languages, and markets. It changed because I changed. Because we changed. It keeps changing—today included.

Now we’re in a stage where we’re pausing a little of what others expect, and getting closer to what we truly want to become. And no, this still isn’t the final version.

10 Simple Ways to Create More Time

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We’ve all said it: “There aren’t enough hours in the day.” But what if the problem isn’t time itself, but how we use it?

The truth is, we can’t create more hours, but we can create more space in our days. And no, this isn’t about waking up at 5 AM or cramming more tasks into your already packed schedule. It’s about being intentional, cutting what drains you and making room for what actually matters.

So if you’re constantly feeling rushed, overwhelmed, or like you’re chasing time instead of using it, here are some ways to create more time for yourself, your goals, and your sanity.

Audit Your Time (Yes, Like an Accountant)

Before you try to “fix” your schedule, figure out where your time is actually going.

🕒 What are you spending too much time on?
🕒 What drains your energy without giving much in return?
🕒 What could be simplified, automated, or eliminated?

Action step: For one week, track everything you do in a day. You’ll be surprised at where your time actually goes.

Say No Without Explaining Yourself

If you feel like you never have time, chances are you’re saying yes to too many things that don’t serve you.

Not every meeting, favor, project, or social plan deserves your energy. Protecting your time isn’t rude—it’s necessary.

Action step: Start practicing simple no’s: “I can’t commit to that right now.” No long explanations required.

Prioritize the Important Over the Urgent

Not everything urgent is important, and not everything important is urgent. If you spend your days putting out fires, you’ll never have time for the things that actually move you forward.

Action step: Every morning, pick three things that will make the biggest impact on your goals and focus on those first.

Automate and Delegate

You don’t have to do everything yourself.

✔Use tools to automate repetitive tasks (email templates, scheduling apps, auto-responses).
✔ Delegate what you can, whether at work or home.
✔ Stop micromanaging. If someone else can do it 80% as well as you, let them.

Action step: What’s one thing you’re doing that someone or something else could handle for you? Let it go.

Reduce Decision Fatigue

Every decision you make throughout the day drains your energy, even small ones like “What should I wear?” or “What should I eat?”

The solution? Simplify.

✔ Plan meals for the week.
✔ Have a go-to morning routine.
✔ Set work uniforms or outfit formulas.
✔ Set a default answer for common requests (ex: “I don’t do meetings before 10 AM.”)

Action step: Identify one decision you can automate to save time daily.

Set Boundaries on Your Time

If you’re always available, you’ll never have control over your own schedule.

🚫 Close your inbox when you’re not actively using it.
🚫 Turn off unnecessary notifications.
🚫 Block focus time for yourself (and treat it like a real meeting).

Action step: Set a clear boundary for when you’re not available, and stick to it.

Stop Multitasking (It’s a Trap)

Multitasking feels productive, but it actually slows you down. Your brain works best when focusing on one thing at a time.

✔ Batch similar tasks together (ex: answer emails at set times instead of all day).
✔ Use the Pomodoro technique: work for 25 minutes, rest for 5.
✔ Give tasks your full attention so you finish faster.

Action step: Pick one task today and give it your full focus. Notice how much quicker it gets done.

Plan Your Rest, Not Just Your Work

If you don’t make time to rest, your body will do it for you—by burning out.

Rest isn’t wasted time. It recharges you so you can show up better in everything else.

✔ Schedule breaks.
✔ Get enough sleep.
✔ Have screen-free time.

Action step: Block one hour this week for guilt-free rest. Yes, actually put it on your calendar.

Let Go of Perfectionism

Perfectionism is just procrastination in a fancy outfit. If you spend too much time trying to make everything flawless, you’re wasting precious hours.

Not everything needs to be perfect, some things just need to be done.

Action step: Pick something you’ve been overthinking and finish it today, even if it’s not perfect.

Protect Your Mornings

How you start your day sets the tone for everything else. If you wake up and immediately check emails, scroll social media, or react to other people’s demands, your day will feel rushed before it even starts.

Try this instead:

☀️ Don’t check your phone first thing.
☀️ Do one thing for yourself before diving into work.
☀️ Set a simple morning routine that feels good, not stressful.

Action step: Tomorrow, try starting your morning without your phone for the first 30 minutes. Notice the difference.

You Have More Time Than You Think

The truth is, you don’t need more time, you need better ways to use the time you already have. By setting boundaries, cutting distractions, and prioritizing what actually matters, you can create more space in your life for the things that truly count.

So, what’s one thing you can do today to give yourself more time? Let me know in the comments! ⏳✨

Un día en Knin / A day in Knin

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English translation below – Scroll down to read ✨

Nos mudamos a Croacia hace dos años, y el año pasado compramos nuestro primer auto. Desde entonces empezamos a explorar lugares cercanos. Con calma, con curiosidad, y con ganas de entender un poco más la tierra de nuestros antepasados -y ahora también nuestra-.

Esa mañana decidimos visitar Knin.

El viaje desde Split dura alrededor de una hora y media. Es una ruta tranquila, fácil. A medida que te acercás, la fortaleza empieza a aparecer a lo lejos, en lo alto de la montaña, como si todavía cuidara todo lo que pasa abajo. Creo que es la idea de las fortalezas pero como no soy historiadora no opino.

La Fortaleza de Knin es una de las más grandes de Croacia y de toda Europa. Y en la cima todo tiene sentido. La vista es amplia y serena. Se ve el valle, los ríos, el contorno de la ciudad. Es fácil entender por qué este lugar fue tan importante. Y por qué todavía lo es.

Dentro de la fortaleza está el museo, que cuenta la historia de Knin a través de piezas arqueológicas, contexto histórico y exposiciones militares tanto antiguas como modernas. No está pensado para entretener ni impresionar. Está pensado para enseñar, recordar y honrar. Habla de resistencia, de supervivencia, de identidad. Sin simplificar nada.

Una de las cosas que más nos sorprendió fue la experiencia de realidad virtual. Te parás, te ponés los lentes, y de pronto estás flotando en un globo aerostático sobre la fortaleza. Desde arriba, todo toma otra dimensión. La estructura, los muros, el paisaje entero. Es una experiencia simple pero muy poderosa. Tranquila, casi poética. Nos encantó. Y Axel se mareó un poco.

Para quienes van con peques, dentro del museo hay un pequeño espacio interactivo para que puedan jugar y explorar mientras aprenden. No es grande, pero es un detalle muy bien pensado, que suma mucho a la visita en familia. Nota: subimos con Lanita que tiene 3 años y se caminó todo. Le encantó.

A mí también me encantó aprender sobre los Dalmatæ, una antigua tribu iliria que habitaba esta región. Resistieron el dominio romano durante más de un siglo. No son el foco central del museo, pero me pareció increíble y tienen el nombre más bonito.

Cómo llegar desde Split

En auto: Aproximadamente 1 hora y media. Un viaje tranquilo y pintoresco.
En bus: Hay algunas líneas desde la terminal de Split, pero los horarios son limitados—conviene consultar con anticipación.
Tip: Si vas en auto, podés aprovechar para visitar algún pueblo cercano o un parque natural y hacer un paseo más largo.

Estamos conociendo Croacia a través de sus kilómetros, de sus historias y también de sus silencios.
Y Knin tiene todo eso. Es un lugar que vamos a recordar, y seguramente, al que vamos a volver.

_____________✨

We moved to Croatia two years ago, and last year we got our first car here. Since then, we’ve started exploring nearby places—slowly, with curiosity, and a genuine desire to better understand the land we now call home. The land of our ancestors.

That morning, we decided to visit Knin.

The drive from Split takes about an hour and a half. It’s an easy, peaceful route. As you get closer, the fortress comes into view—perched high on the hill, quietly watching over everything below.

Knin Fortress is one of the largest in Croatia, and even in Europe. Standing at the top, you feel it. The view is vast and steady. You can see the valley, the rivers, and the outline of the town unfolding beneath you. It’s clear why this place has always held meaning—and why it still does.

Inside the fortress, the museum tells the story of Knin through archaeological pieces, historical context, and military exhibitions—both ancient and modern. It’s not designed to entertain or impress; it’s designed to teach, to remember, and to hold space for complex histories. It speaks of resistance, survival, and identity, without simplifying anything.

What surprised us most was the virtual reality experience. You stand up, put on a headset, and suddenly you’re floating in a hot air balloon over the fortress. From above, the scale and shape of it all becomes clear. It's a simple experience, but a moving one. Peaceful, and strangely grounding. We loved it.

For families, there’s a small interactive space for children inside the museum—inviting them to learn and explore through play. It’s not large, but it’s thoughtful, and adds a soft touch to the visit.

One detail that stayed with me was learning about the Dalmatæ, an ancient Illyrian tribe that once lived in this region. They resisted Roman rule for over a century. Their story isn’t the main focus of the museum, but knowing about them adds another layer to being there. Something about their presence still feels woven into the land.

How to Get There from Split

By car: Around 1 hour and 30 minutes. Very easy drive.
By bus: There are a few options from the Split Bus Terminal, but schedules can be limited.
Tip: If you're driving, you can also stop at other towns or natural parks nearby if you want to extend the day trip.