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Zlatko Kovačević Saksa
Episode · #37

IZ OBRTNIČKE RADIONICE Zlatko Kovačević

Guest Zlatko Kovačević SaksaHosted by Goran GazdekMay 3, 2026
About this episode
What you'll hear in this conversation

Zlatko Kovačević Saksa first encountered screen printing in 1971, a craft he describes as ancient but capable of printing on "all possible materials." As digital printing reshaped the industry, he didn't abandon his chosen trade; he deliberately carved out a "narrow street" where screen printing remains irreplaceable. He focused on segments where its unique qualities shine, creating prints that can "last longer than the T-shirt itself." This conversation explores how a traditional craftsman not only endures but thrives by prioritizing mastery, constant learning, and a willingness to build his own tools when none exist. You'll hear how a singular focus on excellence can transform a seemingly old-world skill into a lasting business advantage.

Insights from the conversation
What to take from this episode
01
Zlatko Kovačević Saksa notes that while you can learn to make a first screen print in a few hours, to achieve a quality print takes forty years. Mastery isn't about initial skill acquisition; it's about the decades of refinement required to truly excel in a craft.
02
When digital printing emerged, Kovačević Saksa didn't try to compete directly; he deliberately sought out a "narrow street" where screen printing is "irreplaceable." Instead of trying to keep up with new technologies, find the specific segments where your existing method holds an inherent, durable advantage.
03
Kovačević Saksa's lifelong dedication to screen printing began almost by chance in 1971, during art school, when he "fell in love" with the technique. The businesses that truly endure are often those built on an early, almost involuntary passion that sustains decades of focused work.
04
Operating from Virovitica, Kovačević Saksa insists that location is secondary to quality and uniqueness, especially in the internet age. If you are innovative, exceptional, and do what others cannot, clients will find you regardless of your geographic position.
05
Facing a lack of materials and equipment during socialism, Kovačević Saksa built approximately 80% of his own machines and tools. Resourcefulness isn't just about problem-solving; it can become a core competitive advantage, allowing you to create unique capabilities that aren't available off-the-shelf.
06
His first major commission involved developing thirty 70x100 cm color photos for a tobacco factory, a format no one else in Croatia could handle, requiring him to build custom developing tubs. That single project earned him enough to buy his first car, demonstrating how early, challenging work can provide both a reputation and the capital needed to establish a business.
07
Kovačević Saksa points out that a screen print on textile can "last longer than the T-shirt itself," unlike other transfer techniques. When competing with newer, faster methods, emphasize the inherent durability and superior quality of your product as a distinct selling proposition.
08
Kovačević Saksa's guiding principle has always been "knowledge, only knowledge," constantly seeking new information at fairs and seminars. Even after forty years in a traditional craft, continuous learning and investing in expertise are non-negotiable for staying at the top of your field.
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