PSIHOLOGIJA USPJEHA Žakline Troskot

Guest Žaklin TroskotHosted by Tanja PuretaMay 3, 2026

Žaklin Troskot

About this episode

What you'll hear in this conversation

Running a successful business for over a decade often means focusing inward, on growth and profit. But Žaklin Troskot, owner of the beloved Ameli pastry shop, has taken a different path. Even after navigating her business through a crisis and building a reputation that makes many in Zagreb's mouths water, she has dedicated herself to advocating for an entire industry. Troskot leads the Independent Association of Caterers, pushing back against a public perception she feels is deeply unfair. Her view challenges the conventional wisdom that success is purely individual, arguing instead that the strength of a single business is inextricably linked to the reputation of its entire sector. This conversation will make you rethink the role of industry associations, the true meaning of hospitality, and the often-overlooked emotional core of building a lasting business.

Insights from the conversation

What to take from this episode

Troskot initially entered the hospitality sector out of a deep personal love for pastry, not a desire to become a 'caterer' in the broader sense. Yet, the persistent public narrative that all caterers 'exploit, lie, and cheat' eventually compelled her to act. When the public image of your industry undermines the honest efforts of its members, even individual success demands collective defense.

For Troskot, the essence of hospitality isn't just serving food; it's about offering guests an emotion they will carry home. She contrasts this with professions that deal with problems, noting that her work consistently generates positive feelings around celebrations and connections. Businesses built around delivering genuine emotional experiences often prove more resilient than those focused solely on utility or transaction.

Many have tried and failed to open successful hospitality venues, even with good decor or food. Troskot identifies a missing ingredient: an intangible 'sincerity' that makes guests feel truly welcome. The market ultimately rewards an authentic, heartfelt connection over mere product quality or polished aesthetics.

Croatia, despite its natural beauty, has yet to fully establish itself as a 'gastro destination.' Troskot is working to change this by developing platforms to showcase local stories and traditional food. For an industry to truly flourish, its leading operators must often step in to define and promote its collective identity when official channels fall short.

While a single individual can conceive a compelling business idea, Troskot emphasizes that its serious realization demands a team that 'looks in the same direction' and 'feels that vision.' A strong personal conviction can only carry a venture so far; scaling requires others who internalize the founder's purpose.

During the pandemic, the hospitality sector was consistently the first to close and the last to reopen, yet Troskot observed a government perception that 'one will close, another will open.' This overlooks the years of effort, the generational stories, and the hundreds of jobs behind established businesses. Policymakers who view business failures as simple churn risk eroding an industry's foundational strength by neglecting its proven players.

Explore further

ScenariosBusiness challenges CardsEducational cards TimelineTopic evolution