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The Inmediato Marketing & Social Media in Split

  Hoy quería compartir parte de lo que hacemos con  The Inmediato  en Split. En temporada, trabajamos con Fig Restaurants y Hvar Brewing Co...

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My weird 2025 recap

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This recap is going to be a blog post, like in the old days, because I’m finding it hard to think in short formats — says the person who wrote a book of micropoems meant to be read in 15 minutes — but more than that, I’m struggling with thinking short. Yes, I still think a lot and say little, but if you think I think a lot, you should see everything I feel.


It’s almost 7 a.m. I woke up at 4:30, like every day, made myself a warm cup of tea, did my skincare–journal–Croatian–course routine, and I’m finishing content for clients because it’s the end of the year and everyone needs everything at the same time. I should go to the gym, but it’s very cold and I want to take a moment to write about 2025. After thinking about it — already changed and ready — I realized I could go tomorrow or on Friday and write the 2025 recap in 2026. I mean, technically I could, but it would feel unfinished, and I don’t like having unfinished things.


Maybe at this point you’re thinking: Flor, get to the point, I don’t care about your tea, whether you go to the gym, or your routine. And you know what? I get short formats for poetry, for quotes, for social media copy, but it still bothers me that everything has to be written to be read quickly.


Everything has to be written like this.


Get to the point fast.


Otherwise, it won’t be read.


How boring.


It’s been almost three years since we moved to Croatia, and I think this year I finally found my footing. The first year was about achieving some stability, sorting out citizenship paperwork, figuring out where we were — more or less, I’m still figuring that out — while also dealing with postpartum, grieving past lives, working in another language, and lack of sleep. The second year, I started getting better at what I do, adapting to new standards and changes, building some routine, some comfort, and finally sleeping again. This year was pure growth in every sense — and also enjoying things a bit more.


A year ago, I started Croatian classes twice a week, and now I can understand about 80% of what people say. This is the first time in my life I’ve been consistent with the gym and conscious about what I eat. That, of course, is a kind of privilege: it means I can make the time — even if I wake up at 4:30, before I couldn’t — and that I can think about it. When we first arrived, I was so exhausted that going to the gym or building healthy habits didn’t even cross my mind.


It’s like in Ginny & Georgia when they move to the new town and all the moms complain that the school doesn’t give their kids organic food, and Georgia is like “yeah yeah” but doesn’t really get it because she has a thousand problems and is just grateful her kids are eating. Well, something like that — not exactly, but kind of. Yes, I also started watching series and movies again. And reading. I read 13 books, and now I’m reading The Artist’s Way for Parents by Julia Cameron and Kafka’s diaries. Maybe this weekend we’ll finish The Handmaid’s Tale.


This is going to be a long post. And if you don’t want to keep reading, here’s the summary: it was a good year.


So, what happened. My brother got married to the best woman in the world, my parents came to Split, we went to Bucharest. I traveled to Paris, London, Milan, Bucharest, Trieste, and Ljubljana. I still haven’t seen the Ulay/Marina Abramović Art Vital exhibition, but it runs until May, so there’s time. I saw Damon Albarn from the front row when he premiered The Magic Flute II, Mozart’s original with Goethe’s adaptation. I went to Shakespeare and Company and cried all the way to Notre Dame when I walked out. I bought many books. I went to Cyan Festival in Split and found it incredibly beautiful. I didn’t write a post about it, but I want to. I didn’t write posts about many things, and that’s one of my goals for 2026: to reclaim this space.


Axel and I opened Adriatiko Barbershop. While I was very involved in naming, branding, strategy, and content for the other barbershops, I didn’t get as involved as I did here — here, I ventured into bureaucracy. We continue working with FBOA, now from the board of directors.


I appeared on streaming channels and had a great time. We gave a talk on Working and Entrepreneurship in Croatia for IMIN, with the support of the Croatian Ministry of Demography. I’m now a member of Split Tech City and have a column there. I started writing again. I returned to the blog as a project that does me good — I’ll talk more about that later.


Of course, not everything was beautiful. It wasn’t easy either, but I’ll leave that for another post.


There are new clients, new opportunities, new projects. I love working this way, at my own pace, seeking new challenges. Yes, it’s often harder than having one job and one boss, but to me, having one job and one boss is harder 😆 Even when I worked as an employee, I still had the agency, clients, a podcast, and we edited the cultural magazine of the newspaper. Oh and the city magazine. 


I like having many parallel projects; it forces me to rise to the occasion. Everything is practice — the more you can do, the more you can do. Sometimes I hate myself a little for getting into certain things, but oh well, this is who I am. If I only did one thing, I’d probably procrastinate and do less. I don’t really feel like talking about achievements this year like I used to. I mentioned a few just because; if you want to know what I’m doing, you can browse the blog, my social media, or the portfolio section. What I can say is that I’m very grateful, and I truly love what I do. I want to improve mainly because it’s fun — otherwise, what’s the point? If I didn’t care, I’d look for a job, do it well, and that would be it. Life would be simpler, but I like complicating it.


Of course, the best and most important thing of the year — since 2021 — is Lanita. But that I can keep to myself, she's my favorite person in the universe. 


I’m still, in my own way, putting myself back together and recreating myself. Every day. 


Happy 2026, and if you made it to the end… wow.


________________________________ahora en español 


Este resumen va a ser un posteo en el blog, como antes, porque me está costando pensar en formatos cortos -dice la que escribió un libro de micropoemas para leer en 15 minutos- pero sobre todo pensar corto. Sí, sigo pensando mucho y diciendo poco, pero si piensan que pienso mucho deberían ver todo lo que siento. 


Son casi las 7 am, me levanté a las 4:30 como todos los días, me preparé un té calentito, hice mi rutina de skincare-journal-croata-curso y termino contenido para clientes porque es fin de año y todos necesitan todo al mismo tiempo. Debería ir al gimnasio pero hace mucho frío y quiero tomarme un rato para escribir sobre el 2025. Después de pensarlo, ya cambiada, me di cuenta de que puedo ir mañana o el viernes pero hacer un resumen del 2025 en 2026. Bueno, como de poder se puede pero siento que me queda pendiente y no me gusta tener cosas pendientes. Quizás en este momento estén pensando: Flor andá al punto, no me importa tu té, si vas al gimnasio o tu rutina. ¿Saben qué? Entiendo los formatos cortos para la poesía, para las frases, para los copys de redes sociales, pero igual me molesta que todo tenga que ser para leer rápido.

 

Todo se tiene que escribir así.


Ir al punto rápido.


Si no, no se lee. 


Qué embole. 


Hace casi 3 años que nos mudamos a Croacia y creo que este año pude hacer pie. El primer año fue un proceso de conseguir algo de estabilidad, tramitar la ciudadanía, conocer dónde estábamos -más o menos, todavía sigo-, también seguir lidiando con el postparto, el duelo de las vidas pasadas, trabajar en otro idioma y la falta de sueño. El segundo año empecé a mejorar en lo que hago, adaptándome a nuevos estándares, cambios y a adquirir cierta rutina, cierta comodidad, y por fin volví a dormir. Este año fue crecimiento puro en todo sentido y disfrutar un poco más también. 


Hace un año empecé clases de croata dos veces por semana y ya puedo entender el 80% de lo que hablan. Es la primera vez que soy constante con el gimnasio y que soy consciente de lo que como. Eso por supuesto de cierta manera es un lujo: significa que puedo hacerme el tiempo -aun si me levanto a las 4:30, antes no podía- y que puedo pensar en eso. Cuando llegamos estaba tan agotada que ni se me ocurría ir al gimnasio ni tener hábitos saludables. Es como en Ginny & Georgia cuando se mudan a ese pueblo nuevo y todas las mamás hablan de que la escuela no les da alimentos orgánicos a sus hijos y Georgia medio que les dice sisi pero no las entiende porque tiene mil quilombos y con que sus hijos coman está. Bueno, algo así, pero no tan así. Sí, también volví a ver series y películas. Y a leer. Leí 13 libros y ahora estoy leyendo "El camino del artista para padres: potencia la creatividad de tus hijos" de Julia Cameron y los diarios de Kafka. Quizás este finde terminemos El Cuento de la Criada. 


Este va a ser un post largo. Y si no querés leer más te lo resumo: fue un buen año. 


A ver, qué pasó. Se casó mi hermano con la mejor del mundo, mis papás vinieron a Split, fuimos a Bucarest. Viajé a Paris, Londres, Milan, Bucarest, Trieste y Ljubljana. Tengo pendiente la exposición de Ulay/Marina Abramovic Art Vital pero termina en mayo así que hay tiempo. Vi a Damon Albarn en primera fila cuando estrenó la Flauta Mágica 2, original de Mozart con adaptación de Goethe. Fui a Shakespeare and Co. y al salir lloré hasta Notre Dame. Compré muchos libros. Fui a Cyan Festival en Split y me pareció de lo más hermoso. No hice post de eso pero quiero. No hice posts de muchas cosas y es uno de mis objetivos 2026, recuperar este espacio. 


Abrimos Adriatiko Barbershop con Axel. Si bien, en las otras barberías participé mucho en naming, branding, estrategia, contenido, no me involucré tanto como acá, acá incursioné en la burocracia. Seguimos trabajando con FBOA y ahora desde la comisión directiva. 


Estuve en canales de streaming y la pasé muy bien. Dimos una charla sobre Trabajar y Emprender en Croacia para el IMIN con el apoyo del Ministerio de Demografía de Croacia. Ahora soy miembro de Split Tech City y tengo una columna. Volví a escribir, volví al blog como un proyecto que me hace bien y ya hablaré de eso. 


Por supuesto que no todo fue lindo. Tampoco fácil, pero eso también lo dejo para otro posteo. 


Hay nuevos clientes, nuevas oportunidades, nuevos proyectos. Me encanta trabajar así, a mi ritmo, buscar nuevos desafíos, y sí, muchas veces es más difícil que tener un solo trabajo y un jefe, pero a mí me parece más difícil tener un solo trabajo y un solo jefe 😆 aún cuando trabajaba en relación de dependencia seguía con la agencia, 10 clientes, un podcast y editábamos el suplemento cultural del diario. Me gusta tener muchos proyectos paralelos, me obliga a estar a la altura. Y todo es ejercicio, mientras más se puede, más se puede. A veces me odio un poco por meterme en ciertas cosas pero ya está, soy así. Si hiciera una sola cosa probablemente la procrastinaría y haría menos. No tengo muchas ganas de hablar sobre logros como años anteriores. Puse algunos por poner, si quieren saber que estoy haciendo pueden chusmear el blog, o mis redes sociales, o la parte de portfolio. Sí estoy muy agradecida y me encanta todo lo que hago. Quiero mejorar principalmente porque es divertido y si no qué sentido tiene. Si me diera lo mismo buscaría un trabajo para hacer bien y eso es todo, me complicaría menos la vida pero me gusta complicarme la vida. 


Por supuesto que lo mejor y más importante del año, desde el 2021, es Lanita. Solo voy a decir que es mi persona favorita del universo. 


Sigo, por un lado, juntándome de a pedacitos y creándome de nuevo. Todos los días. 


Feliz 2026 y si llegaste hasta el final...wow. 

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Recordslo.com in Ljubljana

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Every time I look at a vinyl, I think of the same thing: how music is stored in tiny vibrations. Microscopic cracks, little fractures of the universe. And then all of it turns into the air. If that’s not magic, I don’t know what is. Also, the Ramones are the best.

_________www.recordslo.com 

Cada vez que veo un vinilo pienso en lo mismo: cómo la música queda guardada en vibraciones diminutas. Surcos microscópicos, partículas de universo. Y después todo eso se convierte en el aire. Si eso no es magia, yo no sé. Eso y que los Ramones son lo más.

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The Library at Miramare Castle, Trieste

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We went to Miramare Castle for my birthday. Books have always been my weakness, and anything connected to them inevitably pulls me in. The idea of spending the day inside a castle built around knowledge, travel, and observation felt like the right way to mark it.


The castle is stunning. Every corner feels intentional. Every room carries weight. The level of detail is such that each space could hold its own film. Nothing feels accidental. Art, architecture, and thought move together, quietly but decisively.


The library sits within the original layout of the castle and was created in the mid 19th century for Archduke Ferdinand Maximilian of Habsburg and his wife Charlotte of Belgium. It is a compact, enclosed room, entirely lined with dark oak wood. Floor to ceiling shelves follow the architecture with precision. The light enters from the windows facing the Adriatic, soft and constant, balancing the density of the books.


It is a working library. Ordered. Functional. Calm.


The collection includes around 7,000 volumes published mainly between 1820 and 1870. The books are arranged by subject, reflecting a systematic and practical approach to knowledge.

The main subjects include:

  • Geography and ethnography

  • Botany and natural sciences

  • Naval studies and travel literature

  • History, politics, and philosophy

Some volumes still carry Charlotte of Belgium’s “CH” monogram on their bindings. The collection mirrors the intellectual world of the time and the castle’s deep connection to exploration, science, and the sea.


The Castle

Beyond the library, the castle unfolds with the same level of care. Furniture, textiles, and architectural details feel deliberate and considered. There is a sense of continuity between rooms, as if ideas were meant to travel easily from one space to another.

Nothing feels decorative for the sake of it. The castle feels lived in, designed for thinking, observing, and creating.


How to Visit Miramare Castle and Its Library

The library is part of the standard interior visit of Miramare Castle.

  • Location: Viale Miramare, Trieste

  • Access: Included with the castle interior ticket

  • Visit flow: The library is viewed during the interior route, with limited stopping time

  • Best time to visit: Morning hours or shoulder season for a quieter experience


For official opening hours, ticket information, and exhibitions, visit:
https://miramare.cultura.gov.it


A Worthwhile Visit

Miramare Castle is not just visually impressive. It is thoughtful. Layered. Considered.

For anyone who loves books, history, and spaces where ideas once mattered deeply, the library alone is reason enough to go.

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El Gancho: A new mexican taqueria in Split

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El Gancho is now open. A modern seaside taqueria and cocktail bar, built by a local family whose roots in hospitality run deep in Split’s streets. Mexican cuisine, interpreted through Croatian hands, values, and a lifelong love for good food and good company.

Behind the project are brothers Ivo and Krešimir Kelez, familiar faces in Split’s hospitality scene. They grew up inside their family’s legendary venue Kuka, the iconic café bar and disco on Ul. Zrinsko Frankopanska 17. Long nights, early mornings, music, guests, and the rhythm of a place that never really slept. The name El Gancho, “The Hook” in Spanish, is a quiet wink to that legacy. A reminder of where it all began.


A family that learned hospitality at home


In the Kelez family, hospitality was not a concept. It was daily life. Ivo and Krešo learned from the ground up. Carrying things, listening to guests, watching how a place becomes part of a city’s pulse. How people return not only for what’s served, but for how they feel when they walk in.

Their biggest creative influence came from their mother. In a small home studio, she crafted extraordinary pastries and cakes, precise, beautiful, made by hand. They watched her turn simple ingredients into something unforgettable, and learned that excellence does not need big spaces, only care.

That spirit lives inside El Gancho. Small kitchens. Big craft. Food that feels handmade. A philosophy that quietly connects Croatian and Mexican traditions.



From Split childhood to a Mexican dream


Ivo’s love for Mexican food started in high school, when Split briefly had a small Tex-Mex spot. When it closed, the craving stayed. So he began cooking everything himself. Tortillas. Salsas. Sauces. Searching for flavors that did not yet exist in local shops.

A kitchen at home became a laboratory. Mistakes. Adjustments. Long evenings chasing balance.

“I always loved how Mexican food feels alive,” Ivo says. “Colorful, fresh, comforting. A lot like our food at home, just with different ingredients.”

Krešo remembers Ivo saying, even in elementary school, that he would become a cook. Between them now lies decades of experience in kitchens, behind bars, in dining rooms. El Gancho is where those paths finally meet.




Mexican cuisine that feels at home in Dalmatia

Traditional Mexican cooking is not heavy. It leans into vegetables, citrus, herbs, slow-cooked proteins. It breathes. In many ways, it mirrors the Dalmatian table. At El Gancho, the approach is simple. Let ingredients speak. Fresh shrimp, chicken, veal, slow-cooked beef. White corn tortillas and masa, still rare in Croatia. Salsas made daily. Guacamole mashed by hand. Flavors balanced and gentle, with heat always optional. Food that satisfies without weighing you down. This is not a copy of Mexico. It is a Croatian interpretation of a cuisine that naturally aligns with Dalmatian values. Fresh. Handmade. Honest.


A warm winter place by the sea

Winter in Split has its own beauty. Quieter streets. Softer light. But also fewer places to gather. Fewer rooms that feel alive once the season slows. El Gancho wants to be that room. A colorful corner by the sea where coats come off, glasses clink, and conversations stretch. A place to bring friends after work, to sit with family, to meet someone new, or simply to warm your hands around a cocktail while waves roll a few meters away.

“We want people to feel calm when they eat our food,” Ivo says. “That moment when you finally sit after a long day and everything softens. That’s what we want El Gancho to give.”



The menu: comfort, craft, and hands at work


The menu moves between street classics and deeper, celebratory plates. Tacos, tostadas, flautas, nachos, burritos, pozole, tuna dishes. And two signatures that carry time inside them. Chiles en Nogada and Birria Beef Rib Royale. Slow-cooked. Layered. Built for sharing. Desserts bridge cultures. Churros with caramelized banana cream. Corn ice cream. Citrus espuma. Sweet notes inspired by rođata, familiar yet unexpected. Behind the bar, Krešo brings tequila and mezcal into Adriatic rhythm. Classic Margarita. Paloma. Cantaritos. Naked & Famous. Mexican Old Fashioned. The Mexican Carajillo. Cocktails that feel both coastal and far away.


A local gift to a growing city


El Gancho is not an imported idea. It is a local story. Built by people who grew up here, for the city they love. A new chapter in Split’s evolving food scene, where tradition and curiosity meet more often each year. As Split grows, it deserves places that stay true to its soul while inviting new flavors to the table.


Find El Gancho at Trumbićeva obala 13.


 Photos by @lottofsocial

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AI can polish your thoughts. It cannot replace having them

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I’m noticing more and more people I genuinely admire posting content that feels strangely hollow, technically correct, neatly structured, but missing any trace of the person behind it. Not AI-assisted. Not AI-refined. Simply handed over to a model with nothing human to anchor it. And the phrase I keep hearing, almost as a badge of efficiency, is: “Just run it through ChatGPT real quick.”


I'm sorry but if all your content sounds like AI, it means you skipped the thinking part.


Writing — real writing — is not about producing clean sentences. It’s about revealing how you see. It’s about the small pieces of your inner world that slip through when you put thought into something. Your taste. Your perspective. What you’ve learned, what you notice that others don’t.


AI can refine grammar and elevate structure. It can help articulate what you already know but struggle to phrase. I use it for that — English isn’t my first language, and I rely on AI to correct what my brain still sometimes does in Spanish. But the ideas are mine. The direction is mine. The voice is mine. AI is an editor, not the author.


What worries me is the growing trend of outsourcing not just writing, but thinking. When the process becomes “copy/paste/write nothing,” content loses its texture. It becomes perfectly generic. Interchangeable. Safe to the point of being forgettable.


And here’s the irony: human content, real human content, is becoming a luxury. A rare element in a feed dominated by polished sameness. You can immediately feel the difference. Human writing has nuance, imperfection, pulse. It shows the edges of a person’s mind. 


We don’t follow people because their sentences are flawless. We follow them because their ideas are alive.


So yes, use AI. Use it well. But don’t hand over the part that makes your voice yours. Don’t trade originality for convenience. Don’t let your perspective disappear in a sea of optimized paragraphs.


Your content doesn’t need to be perfect. It needs to have a mind behind it, your mind.


Oh and one more thing. I hate that this symbol — has suddenly become “AI evidence.” If you actually love reading, if you enjoy literature, you know it’s one of the most beautiful signs ever created. It belongs to writers. Writers. The weird part is that it’s now associated with AI instead of being recognized as a sign that someone knows how to write. I know I sound like a dinosaur, but back in my days people wrote because they read, because they thought, because they had something to say. That was my job. To write. To actually think and create, with your mind and soul and every weird part of it. Now that job is kind of replaced and honestly, I don’t mind. I believe anything that helps people communicate is good. I believe in the founding principles of the internet. But please… think.


If I read one more AI-scented caption on LinkedIn, I’m throwing my router off the balcony and moving to the mountains to grow pumpkins, write in my blog notes, play The Sims and go to the city occasionally to throw glitter at people as part of my contemporary-artist era. Which, honestly, are my elderly Flor plans anyway. 


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From Patagonia to Split: The Story Behind Adriatiko Barbershop

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Two years ago, we packed our lives in Argentina and moved to Croatia with nothing but courage, determination, and a dream of building a future connected to our roots. Today, that dream has taken shape at Adriatiko Barbershop — our third barbershop, but the very first in Split.


A Story of Return


Axel and I met in high school, long before we knew we were both Croatian descendants. Life took us down different paths for a while, but over ten years ago we reconnected — and this time, we never split again. In 2023, we married, and a few months later, we made the leap to Croatia with our little daughter.


For both of us, coming here wasn’t just moving abroad. It was a homecoming. Axel’s grandfather, Antonio Turk, and my great-grandfather, Nikola Karaman, were both Croatian. We grew up with stories of the sea, of migration, of building new lives on foreign shores. In 2024, after a long process, we became Croatian citizens — and Split officially became our home.


The Barber’s Journey


Axel Bosch is not just a barber — he is a craftsman, an instructor, a mentor, and an entrepreneur. He founded Atlántico Barbería Patagónica in Argentina, a traditional barbershop inspired by Patagonia’s pioneers and marked by its anchor symbol. In less than a year, Atlántico grew into two locations, becoming a cultural landmark in southern Argentina.


Axel trained with some of the best barbers in the world — Arcaicos (Colombia), Figaro’s (Portugal), Greaser Festival (Argentina), Santiago Green (Russia), and Joy’s Birth (Greece). He also became the official distributor of Fighters Pomade, the #1 barber product brand in Latin America.


For him, barbering has always been more than a profession. Every cut is a ritual, every shave an act of trust, every client a story shared. And he is amazingly good at it.


From Atlántico to Adriatiko


Adriatiko Barbershop was born from this same spirit — but with a new meaning.
It’s not just a place for haircuts. It’s a space with soul, where roots and stories matter. Where Croatians, returnees, and even the growing Latin community in Split can feel at home. A place where coffee is shared, sometimes a mate too, and conversations flow in Spanish, Croatian, and English.


Our walls are filled with photos of our families — grandfathers who rode motorcycles and built lives far from home, weddings that started new stories, and Patagonia landscapes that remind us of the Atlantic. Adriatiko is a tribute to them, and to the sea that always connects us back.


Building in Split

Opening a business in a new country is never easy. It has taken us months of patience, paperwork, and pure hard work. From searching for the right location to bringing our vision to life, every detail was made with love and purpose.


We chose the name Adriatiko because it carries the same spirit as Atlántico — a connection between two seas, two histories, and two identities. It’s about honoring the past while building the future.


More Than a Barbershop

For us, Adriatiko is:

  • A social club disguised as a barbershop.

  • A tribute to craft, brotherhood, and community.

  • A space that carries the courage of those who left, and the spirit of those who came back.


And for Axel, it’s also proof that with steady hands, patience, and passion, you can build something meaningful — no matter how far from home you start.


📍 Adriatiko Barbershop — Slavićeva 12, Split
www.adriatikobarbershop.com

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Trabajar y emprender en Croacia

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Con Axel, mi esposocio -sí, es nueva-  vamos a dar una charla que resume mucho de lo que vivimos desde hace casi dos años. Y acá les pido mil disculpas si no escribo del todo bien pero a esta altura del año entre el inglés y el croata, mi cabeza está medio rara y quizás me suenen bien cosas que no lo son tanto. O quizás ni me dé cuenta. Eso como forma de vida. 

La charla se llama “Trabajar y Emprender en Croacia” y está organizada con el acompañamiento del Ministerio de Demografía e Inmigración de la República de Croacia, el Instituto para la Migración y las Nacionalidades (IMIN) y Hrvatska Matica Iseljenika. Para nosotros, eso no es solo un dato formal: es una señal de que estas historias también importan.

La charla será el sábado 20 de diciembre, a las 14 h en Croacia / 10 h en Argentina, vía Zoom y en español.

Nuestra decisión de migrar

En febrero de 2023 nos mudamos a Croacia con nuestra Lanita, que en ese momento tenía un año y tres meses. Vinimos con una idea clara: trabajar, estudiar el idioma y tramitar la ciudadanía croata a partir de nuestras raíces familiares. Vinimos con un plan pero jamás dijimos "Adiós para siempre Argentina, la única salida es Ezeiza", amamos nuestro país y siempre nos fue bien, pero queríamos algo más. Y en eso estamos. Pasaron muchísimas cosas en el trasncurso, muchas lindas, muchas feas, muchas tristes, muchas hermosísimas, la vida básicamente pero súper intenso siendo los 3 y teniendo que resolver cosas que en Argentina estaban bastante resueltas. En Argentina no necesitábamos papeles para estar en Argentina, acá oootro tema y podría decir que me amigué con la burocracia si no fuera porque literalmente hace 3 días salí llorando y puteando del registro civil. Si les interesa saber por qué, vean la charla gg. Ya no hay tanto trámite pero sí cosas que hacer. 

En 2024, Axel, Lana y yo nos convertimos oficialmente en ciudadanos croatas. Fue un proceso largo, intenso y profundamente movilizador. No solo por los papeles, sino por todo lo que implica volver a la tierra de nuestros ancestros con una bebé y decidir quedarnos.

Una charla honesta

En la charla vamos a hablar de lo que muchas veces no se cuenta:

  • Qué implica migrar con una familia joven

  • Cómo es trabajar y emprender en Croacia

  • El idioma, la ciudadanía y la adaptación cultural

  • Las expectativas frente a la realidad

  • La importancia de la comunidad, las raíces y el largo plazo

No desde el “éxito” romántico, pero tampoco desde la exacerbación de la nacionalidad, de ninguna nacionalidad, sino desde la experiencia real, con errores, aprendizajes y mucho trabajo. Muchos errores y mucho esfuerzo, sobre todo esfuerzo. 

Datos de la charla

Título: Trabajar y Emprender en Croacia
Fecha: Sábado 20 de diciembre
Horario: 14 h Croacia | 10 h Argentina
Modalidad: Online – Zoom
Idioma: Español
Inscripción:
https://us06web.zoom.us/meeting/register/TUQgD-kIQ0-_h27XSMfqqw#/registration

Si estás pensando en migrar, volver a tus raíces o simplemente entender cómo se vive y se trabaja del otro lado del mapa, quizás esta charla sea para vos.

Y si después tenés alguna pregunta, mi mail es flor@flornietoblog.com 

Y si querés que haga posteos contando cosas, podés dejarlo en los comentarios.  Extraño escribir en español. 

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Do you really need marketing? A reality check for the modern founder

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Every so often, the entrepreneurial world circles back to a familiar debate: “Do we really need marketing?”


It’s almost charming how persistent this question is. Kind of like asking whether you really need oxygen because technically, you can hold your breath for a bit. 


The confusion usually comes from a simple illusion: when marketing is done well, it looks effortless. The messaging feels clear. The visuals feel aligned. The brand feels coherent. Cognitive science calls this the fluency effect, when something is easy to understand, we assume it was easy to create. Spoiler: it wasn’t.


Many founders, especially in early stages, also feel pressured to stay “lean.” Lean is great. Lean is efficient. Lean becomes risky only when it turns into “Let’s skip strategy and hope for the best,” or “Let’s cut costs by hiring someone enthusiastic but inexperienced.” Energy is wonderful. Expertise is what prevents you from spending the next two years fixing the fallout.


A lack of marketing doesn’t usually create a crisis. It creates something subtler: chronic underperformance. You can absolutely run a business without strategy, but what you can’t do is scale effectively. You can’t command premium positioning. You can’t build trust fast. You can’t differentiate in a crowded market. You end up relying on luck, referrals, or being “found” organically, which is not a strategy—it's wishful thinking.


Neuroscience research consistently shows that humans form impressions of competence and trust within milliseconds. Before a single word is read, a visual cue, a tone, or a design choice shapes how we interpret value. Marketing controls that moment. When you ignore it, you’re essentially leaving your first impression to chance.


Experienced marketing professionals understand how to translate a business into perception:
positioning, narrative, visual coherence, market psychology, long-term relevance, credibility.
This is not about decoration. It’s about decision-making architecture. It’s about how your audience understands who you are and whether you belong in the category you aspire to play in.

So the real question isn’t “Do I need marketing?”
The real question is:

Do you want to grow intentionally, or are you comfortable with improvisation as your long-term strategy?
Do you want your brand to be interpreted correctly, or are you willing to let the market fill in the blanks for you?

Marketing is not an accessory.
It is the infrastructure of trust, relevance, and growth.

And when founders finally experience the difference, they rarely ask the question again. 

If you need help with that, book your free first session at info@theinmediato.com 

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