We’re Part of the Split Tech City Community ✨

We’re Part of the Split Tech City Community ✨

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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

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

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 💛

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If It Looks Easy, It’s Probably Good Marketing

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.

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Shakespeare and Company, Paris

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.

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Why Taking Work Less Seriously Can Make You Better at It

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.

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