Branka Babić
Episode · #168
POSLOVNA ŽENA Branka Babić
Guest Branka BabićHosted by Ljubica VukoMay 3, 2026
Branka Babić
About this episode
What you'll hear in this conversation
The initial shock of a global crisis often gives way to a more sober assessment of its real impact. Branka Babić, director of Infos in Split, lived through that shift during COVID-19, moving from initial relief at government support to skepticism about its long-term effectiveness. Her perspective comes from three decades of navigating the IT sector in Croatia, a period marked by war, transition, and rapid technological change. She speaks to the innate drive of an entrepreneur, the challenges of expanding into new fields, and the quiet pride of building a resilient company that empowers its next generation. Readers will consider how deep-seated personal traits shape a business, and what true longevity looks like in a volatile market.
Insights from the conversation
What to take from this episode
01
The initial shock of COVID-19 left everyone unprepared, but Branka Babić quickly learned 'it's never as bad as it seems' — a self-inflicted fear. Your first response to a crisis is often more emotional than practical; the real work begins when you separate the two.
02
While government support measures for job retention initially brought a rare feeling of synergy between the state and business, Branka Babić grew skeptical, expecting a significant rise in unemployment. The first wave of relief often masks deeper structural issues that no single measure can solve.
03
Even with a thriving IT business, Branka Babić's entrepreneurial spirit led her to explore natural health products, driven by personal interest. The businesses that last are often those where the founder's curiosity extends beyond the primary revenue stream.
04
Introducing a new product to the Croatian market meant one institution approved it, while another rejected it, a classic administrative paradox. When navigating new sectors, expect bureaucracy to be a labyrinth, not a straight path – your success often depends on your persistence, not just your product.
05
Branka Babić believes entrepreneurship is an innate trait: 'Either you're born or you're not born for it,' she says. While skills can be learned, the drive to build and risk often comes from a deep-seated refusal to lose.
06
After 30 years, Branka Babić's greatest achievement isn't just the company's continuous positive operation, but young employees choosing to stay and become partners despite offers from abroad. True longevity in business is often measured by the talent you retain and empower, not just the profits you generate.
07
The IT sector today demands constant investment in knowledge and technology, with software lifecycles much shorter than in her early days. In a rapidly evolving field, product stability is an illusion; continuous adaptation and development are the only constants.
08
Networking in the 'Krug' Business Women's Association isn't just about individual advancement; it fosters cooperation, information exchange, and mutual support. The real value of a peer network isn't just in what you gain, but in the collective strength it builds for everyone.