Flor Nieto Blog

Emotional Intelligence Is a Business Skill — Let’s Use It

Some people walk into a room and read the numbers. Others walk into the same room and read the people. The best leaders? They do both.

For years, “emotional intelligence” sounded like a soft skill you mention in passing—something nice to have, not something to build a business around. But in practice, it has shaped everything I do. From branding and strategy to leadership and client relationships, emotional intelligence is not a bonus. It’s a system. A skill set. A core asset.

It’s knowing when to speak and when to listen.
It’s reading what’s not being said.
It’s understanding how your team works best, not just how fast they deliver.
It’s managing feedback without making it personal.
It’s sensing a shift in a meeting—and adjusting without panicking.
It’s being strategic with humans, not despite them.

I’ve worked with brilliant minds who never missed a KPI and still burned bridges they didn’t even know they were standing on. I’ve also worked with quieter, emotionally attuned professionals who led teams with grace, landed long-term clients, and created cultures people didn’t want to leave.

And no, it’s not about being “nice.”
It’s about being aware. Responsible with emotions, not reactive with them.

In boutique businesses—where relationships are everything and impact depends on connection—emotional intelligence is not optional. It’s what makes you irreplaceable.

I’ve learned that emotional intelligence:

Saves deals when things go wrong
Creates loyalty that can’t be bought with discounts
Turns feedback into growth instead of fear
Builds brands that people actually trust

If we want better work, better teams, better creative partnerships—we need to stop separating EQ from “real business.”

Because there’s nothing more professional than knowing how to handle yourself—and care for others—without losing clarity, boundaries, or vision.

In the world of brand building, agency life, or simply navigating creative entrepreneurship, your strategy is only as good as your self-awareness.

So yes, design the perfect deck. Track the metrics. Build the roadmap.
But also—look someone in the eyes when they’re struggling. Name the unspoken. Pay attention to how you make people feel. That’s business too. Real, sustainable, human business.

Let’s stop calling emotional intelligence a soft skill. It’s not.
It’s one of the sharpest ones we’ve got.

What Kafka Knew About Changing for Others

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I picked up The Metamorphosis in Croatian to practice the language. A small act of ambition—one of those ideas that sounds smart in theory but quickly reminds you how terrifying language (and life) can be. On page one, Gregor Samsa wakes up as a bug. Or rather, čudovišni kukac—a monstrous insect. I had to pause and look up kukac. It’s not an easy read, not in Croatian, not in any language. But maybe that’s the point.

Kafka didn’t write to comfort us. He wrote to expose the cracks in what we call normal. And what better way to understand a new language than to dive into a story about isolation, disconnection, and transformation? Because The Metamorphosis isn’t just about waking up one day as a bug. It’s about waking up one day and realizing you’ve become someone unrecognizable—to your family, your world, even to yourself. And somehow, you’re still expected to go to work, to keep going, to perform.

Reading it now, again, in a language I’m still learning, adds a second layer. There’s a slowness to it. I read, I stop, I translate, I think. And in that pause, I feel even closer to Gregor. Trapped in a body that no longer functions the way it used to. Trying to speak and not being understood. Trying to stay part of a life that no longer fits.

It made me think—how many times in life do we go through small metamorphoses? Not the insect kind, but the invisible ones. The ones that happen when we say yes too often, when we adapt too much, when we silence what we truly want. When we slowly forget who we are, just to fit someone else’s expectations. Because what Kafka reveals—so clearly, so painfully—is what happens when people stop seeing you as a person and start seeing you only for what you do, what you provide, what you carry.

And when you stop being “useful”? They step back. They move on. It’s not that you’ve changed—it’s that you stopped serving a purpose they never admitted was transactional. Gregor didn’t stop being himself. But when he could no longer go to work, when he couldn’t meet their expectations, he stopped existing in their eyes. That’s the part that stings the most: realizing how easily you can be erased from a story you helped build.

Kafka teaches something brutal and brilliant: if you change too much to please others, one day they might not even see you as human anymore. That part hurts—but it’s also a reminder. To be seen, you have to stay visible to yourself.

So yes, I’m reading The Metamorphosis in Croatian. And no, it’s not just to practice vocabulary. It’s to remind myself that language is transformation. That reading reshapes us. That even bugs have boundaries. And that becoming unrecognizable shouldn’t be the cost of love.

Creativity Isn’t a Vibe, It’s a Practice: Building Systems That Protect It

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📝 Or why waiting for inspiration isn’t a strategy (and sometimes routines are your best ideas in disguise).

There was a time I believed that creativity came like a storm—sudden, wild, untamable. A lightning bolt at 3 a.m., a note scribbled on a napkin, an idea that hit in the middle of folding laundry. And yes, sometimes it still happens like that. But most days?

Creativity doesn’t show up as a vibe. It shows up as a practice.

When you work in marketing, content, writing, or anything that demands you be “creative on demand,” you start to realize that waiting around for the right mood is a luxury. If I only wrote when I felt “inspired,” I’d have three blog posts a year. And zero client projects done.

So here’s what I’ve learned—and what’s changed my life as a creative (and maybe yours too): the best ideas don’t come instead of systems. They come because of them.

Systems Are Not the Enemy of Art

I know, the word “system” sounds corporate and cold. But the right system doesn’t kill your creativity—it protects it. It gives your brain structure so your thoughts can roam freely. Like a fence around a garden.

Routines Create Room for Spontaneity

This one feels backwards until you try it. When you have time blocked for deep work, for daydreaming, for breaks—you actually make space for surprise. You won’t waste energy deciding what to do. You’ll use that energy to do.

Take Notes. All the Time.

In the middle of dinner. At the gym. After a dream. Don’t trust your brain to “remember the good idea later.” It won’t. Keep a notebook, a Google Doc, a voice note folder. Protect your spark.

Reduce the Friction

Have templates. Save captions. Make checklists. The less energy you spend getting ready to create, the more you have for the actual creating. Friction kills flow. Reduce it wherever you can.

Make Your Brain Feel Safe

This one is personal. I’ve noticed I create better when I’m not in panic mode. That means sleep, hydration, a little walk, no email tab open. Your brain is not a machine. It’s part of your body. Take care of it like you would a creative partner.

Being creative isn’t a mystical gift—it’s a daily commitment. A rhythm. A habit. Something you build, not wait for.

And yes, some days will still feel flat. That’s okay. That’s part of the job. You don’t have to be a genius every day. You just have to show up with a little softness and a system that’s got your back.

✨ And if you’re building a brand or content system that supports your creativity, I’d love to help. At The Inmediato, we build structures that let your ideas breathe, not box them in.

Now go take care of that creative brain of yours. And write the thing, even if it’s not perfect.

It’s all part of the practice.

What David Bowie Taught Me About Personal Branding

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✨ Or how reinvention isn’t selling out—it’s coming home to yourself again and again.

If there’s one person who knew how to build a personal brand before the term even existed, it was David Bowie. But let’s be clear—he didn’t just “build a brand.” He was the brand. Or better yet, he let the brand evolve with him, unapologetically, outrageously, and always with intention.

When I first started working in communication, I thought consistency meant staying the same. Same colors, same logo, same everything. That’s what the books said. But Bowie didn’t get the memo. He shapeshifted through personas—Ziggy Stardust, the Thin White Duke, Aladdin Sane—not because he was lost, but because he knew exactly what story he wanted to tell next. And people followed. Not just for the music. For the feeling. The identity. The meaning.

And isn’t that what we’re all trying to build?

I didn’t understand it at first. But over time, I’ve realized that a powerful personal brand isn’t about locking yourself in a box—it’s about choosing the version of you that feels most aligned right now. And that takes guts. Because the world loves to label you. And Bowie never let that happen.

So what has Bowie taught me (and maybe you, too) about personal branding?

1. Reinvention Is Strategy, Not Insecurity

Changing directions doesn’t mean you’re confused. It means you’re listening. To the world, to your audience, to yourself. Reinvention is one of the boldest forms of self-awareness.

2. Aesthetic Is Language

The makeup, the costumes, the visuals—none of it was accidental. Bowie knew that aesthetic tells a story faster than words. Your brand's visuals? They’re your album cover. Choose them with care.

3. Authenticity Isn’t Static

Bowie didn’t stay “true” to one thing—he stayed true to the act of exploring. Being authentic doesn’t mean being the same. It means being honest about who you are today.

4. Don’t Be Afraid to Make People Feel

Bowie’s brand was layered with emotion—alienation, euphoria, angst, transcendence. That’s what stuck. He made people feel something. Your brand should too.

5. People Follow Energy

Not status, not perfection. Energy. Bowie had it. Even when he was quiet, even when he disappeared. His presence was magnetic. He understood the assignment: you are the moodboard.

So what does this mean for you and me?

Maybe it’s time to update your photos. Maybe it’s time to stop apologizing for evolving. Maybe it’s time to change your bio, your website, your brand tone, your playlist. Maybe it’s time to wear the glitter suit, even if it's metaphorical.

If you’re building your brand and you want it to be aligned, unique, strategic and with soul—The Inmediato is here to help. Branding is a mirror, and we’re really good at helping you see yourself in it.

Just remember: you’re allowed to change. You’re allowed to surprise people. You’re allowed to evolve.

Just like Bowie.

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

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.

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Emotional Intelligence Is a Business Skill — Let’s Use It

What Kafka Knew About Changing for Others