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Dijana Katić
Episode · #530

POSLOVNA ŽENA Dijana Katica

Guest Dijana KatićHosted by Tomislav KukecMay 3, 2026
About this episode
What you'll hear in this conversation

Dijana Katić is often called a 'Zagreb city girl' who fell in love with the village. Her career began after graduating veterinary medicine during the post-war period, when she found no work in her field. This unexpected turn led her to rural development, a concept so unfamiliar in Croatia at the time that officials would often 'throw up their hands' when she first mentioned it. For 25 years, she has worked to change perceptions and build value in rural Croatia, now heading the Croatian Association for Tourism and Rural Development 'Klub članova Selo'. She found herself challenging the prevailing sentiment that people were 'ashamed of their traditions, of their identity' and what they had to offer. This conversation explores how persistent curiosity and a willingness to redefine an entire sector can transform a nation's undervalued assets into a thriving economic force.

Insights from the conversation
What to take from this episode
01
After graduating veterinary medicine during the post-war period, Dijana Katić found no work in her field. Sometimes, the most impactful career changes are not chosen, but emerge from adapting to unforeseen circumstances.
02
In the mid-90s, when Dijana Katić first spoke of 'rural development' to officials, 'everyone would throw up their hands'. Introducing a new concept means confronting ingrained skepticism, especially when it challenges established categories.
03
Local officials would tell her, 'we have nothing to offer' beyond 'čvarci or kulen' (pork rinds or cured sausage). The first step in building a market for authentic local products is helping people overcome the shame of what they already have.
04
Her natural curiosity led her to constantly 'dig for information,' even when it meant receiving an empty envelope where Slovenian tourist maps were supposed to be. Persistent, almost compulsive, curiosity is often the engine that uncovers new market potential, even if the path is circuitous.
05
Rural development, she realized, isn't just agriculture; it connects to culture, education, sustainability, environment, urban planning, and construction. Thinking beyond a narrow definition of your sector reveals the true interconnectedness and scale of its potential impact.
06
When naming the association, the team deliberately chose 'Selo' (village) despite negative connotations at the time, adding 'Klub članova' for a touch of aspiration. Reclaiming and reframing a previously undervalued identity can be a powerful act of market positioning.
07
As a lecturer, Dijana Katić teaches primarily through examples, but on exams, 'they have to know the definitions'. While practical experience illuminates a subject, the foundational definitions provide the necessary structure for understanding and scaling that experience.
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