POSLOVNA ŽENA Blaženka Dudaš

Guest Blaženka DudašHosted by Marijana MatkovićMay 3, 2026

Blaženka Dudaš

About this episode

What you'll hear in this conversation

Blaženka Dudaš leads the cleaning sector for Asura Group, a company managing a range of facility services. What sets her approach apart is her own professional path: she began her career as a cleaner. This firsthand experience has given her a rare clarity on what it takes to do the job well, and what it means to be treated with respect while doing it. This background makes her a contrarian voice in an industry often driven by the lowest bid. Dudaš openly shares her origins in client meetings, using her personal story to anchor her company's commitment to its staff. She argues that the value of service work has diminished over time, and her company, Asura Multiservise, is actively working to reverse that trend. You’ll hear how Dudaš translates conviction into company policy, from setting pay 10% above the minimum wage to covering full travel costs for all employees. This conversation will make you rethink how you define 'unskilled labor' and the true cost of cutting corners in service industries.

Insights from the conversation

What to take from this episode

Blaženka Dudaš started her career as a cleaner in HPT, where the measure of a good job was cleaning with a floor brush and a rag so well the cloth didn't tear. The most fundamental experience of a role, stripped of modern tools, often provides the clearest lens for understanding its true demands and the effort required.

When new cleaning carts and techniques, like the 'figure eight' mop movement, were introduced, Dudaš and her colleagues initially laughed at the educators. The most valuable training isn't just about showing a new tool; it's about overcoming the ingrained skepticism that comes from years of doing things 'the old way'.

Dudaš's company, Asura Multiservise, refuses to bid on tenders where the client seeks the 'cheapest is best' option. Instead, they commit to paying staff at least 10% above minimum wage and covering full travel costs. When you build a service business, the true cost of quality isn't just in the tools or processes; it's in valuing the people who deliver the service, even if it means walking away from certain deals.

When life dictated 'no surrender,' Dudaš adopted a personal rule: 'I can't do that' would not be in her vocabulary. The resilience forged in early, demanding jobs isn't just a survival mechanism; it becomes a fundamental leadership principle, shaping a leader's approach to every subsequent challenge.

Dudaš openly tells potential clients that she started her career as a cleaner, despite being advised it's 'not smart' to share. That counter-intuitive transparency isn't a weakness; it's a direct path to trust, allowing a leader to anchor their company's service philosophy in their own lived experience.

The common assumption that 'anyone can be a cleaner' is, as Dudaš points out, false. Even for seemingly basic roles, effective training involves not just technical instruction on tools and methods, but also pairing new hires with experienced colleagues for practical, on-the-job mentorship. Good work isn't innate; it's taught.

Asura Multiservise makes an effort to assign workers to job sites closer to their homes, avoiding situations where an employee might 'lose a whole day' to travel. Respect for an employee's time, beyond just their work hours, is a practical investment in their well-being, directly impacting morale and retention.

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