PSIHOLOGIJA USPJEHA Alen Kekić

Guest Alen KekićHosted by Tanja PuretaMay 3, 2026

Alen Kekić

About this episode

What you'll hear in this conversation

Words, Alen Kekić believes, are not just for informing; they are for moving people. As the founder of the agency "I to nije sve" (And that's not all), he has built a career on understanding the subtle art of persuasion — the craft of copywriting designed to prompt action, from voting for a tenant representative to taking up a new hobby. Kekić argues that truly effective communication isn't about clever phrasing alone, but about uncovering the deep motivations that drive human behavior. He shares how this profession, which he discovered almost by accident, became his "love at first sight," giving his life a profound sense of purpose. Kekić's perspective offers a nuanced view of how communication has evolved, and how the most valuable insights come not from having all the answers, but from asking the right questions. You will walk away reconsidering how deeply you understand the 'why' behind any message you send or receive.

Insights from the conversation

What to take from this episode

Copywriting, as Alen Kekić defines it, isn't just creative writing; it's a strategic tool for behavioral change, designed to "motivate someone to get out of bed and start crocheting or to vote for a tenant representative." The goal is always a specific action, not just awareness.

Initially, Alen Kekić believed good copywriting relied on good answers, but fifteen years of practice taught him the real skill is in asking "a thousand whys." The effectiveness of any message hinges not on what you say, but on how deeply you understand the questions that drive your audience.

The name of Alen Kekić's agency, "I to nije sve" (And that's not all), isn't just a clever phrase; it's a mission statement. It signals that effective communication always leaves the audience wanting to know more, embodying the principle that good messaging is never truly finished.

Early in his career, Alen Kekić approached clients with the mindset that "clients don't know, we know." Over fifteen years, his perspective shifted to seeing clients as collaborators, a change that suggests the most effective partnerships are built on shared understanding, not just expertise.

Alen Kekić didn't plan a career in copywriting; he found it by chance, googling the term and discovering "love at first sight." This personal anecdote suggests that some of the most fulfilling professional paths emerge not from a grand strategy, but from an open curiosity about what's possible.

Alen Kekić describes copywriting as a form of "change management for introverts," a concise way to frame the craft's core purpose. It highlights that all effective communication aims to guide an audience from point A to point B, regardless of whether that shift is internal or external.

Alen Kekić emphasizes that every copywriting task demands starting with a blank page and learning everything about a product, industry, and target audience — from "depilatory products to packaging," or from "people juggling at a crossroads" to a "silent board member." The craft, he says, is a constant education in human nature and diverse markets.

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Explore further

ScenariosBusiness challenges CardsEducational cards TimelineTopic evolution