Tajana Barančić
Episode · #135
VRIJEME JE ZA GOSPODARSTVO Tajana Barančić
Guest Tajana BarančićHosted by Darko BukovićMay 3, 2026
Tajana Barančić
About this episode
What you'll hear in this conversation
The rapid ascent of Croatia's software export sector, now a significant economic force, stands in stark contrast to the slower pace of digital adoption across the wider economy. Tajana Barančić, as president of CISEX, the Croatian Independent Software Exporters Association, sits at the heart of this tension. She represents over 270 companies driving double-digit growth in exports and employment, yet she observes a persistent reluctance among many businesses and public institutions to embrace the very technologies her members create. This conversation offers a clear-eyed view of what it takes to build a modern industry from the ground up, and the often-frustrating reality of bringing an entire society along.
Insights from the conversation
What to take from this episode
01
When CISEX was founded in 2011 by just thirty companies, officials dismissed it as "just a few programmers." It took Tajana Barančić's first industry analysis in 2012, quantifying employment and exports, for ministers to start quoting the data and acknowledge the sector. You don't get taken seriously as an industry until you can define and measure your own impact.
02
Tajana Barančić's own accounting agency gained 17% capacity simply by going paperless and digitizing processes. The lesson isn't confined to high-tech manufacturing; even traditional service businesses like accounting can find substantial gains in profitability and capacity through aggressive digitalization.
03
Many entrepreneurs still operate by keeping cost prices and inventory levels "approximately" in their heads. Tajana Barančić stresses that "those times are over" — modern business requires everything to be measured, tracked, and supported by clear processes and software.
04
While buzzwords like "robotization, digitalization, automation, Industry 4.0, digital transformation" are now common currency in public discourse, Tajana Barančić notes that "few truly understand them." Widespread recognition of a concept does not automatically translate into widespread comprehension or effective execution.
05
When asked why certain processes persist, a common reply Tajana Barančić hears is, "We've always done it that way." This reluctance to question established methods, particularly in industries that are "still doing relatively well," means changes are often delayed until it's "too late to roll up your sleeves," leading to more drastic interventions.
06
Despite consistent communication from CISEX, policy changes, like tax reforms, advance "so incredibly slowly," as Tajana Barančić puts it. Each year, only "a little something" from their proposals is adopted, illustrating how even acknowledged needs often lead to piecemeal adjustments rather than decisive policy shifts.