Sanja Dajak Matanović
Episode · #12
SLUŠAJ SEBE Sanja Dajak Matanović
Guest Sanja Dajak MatanovićHosted by Gordana GelenčerMay 3, 2026
Sanja Dajak Matanović
About this episode
What you'll hear in this conversation
Leaving a secure, well-paid position in a government institution for the unpredictable world of entrepreneurship is a choice many contemplate, but few execute. Sanja Dajak Matanović did just that, trading a stable salary at the Croatian Chamber of Economy for a life coaching practice, a concept store for healthy food, and a juice brand. Her story isn't just about making the leap; it's about the counterintuitive reasons behind it, and the even more surprising decisions she made once she found commercial success. She offers a sharp perspective on what 'security' truly means, what 'work' looks like when you define it yourself, and why sometimes, letting go of a profitable venture is the only way to stay true to your own direction.
Insights from the conversation
What to take from this episode
01
Leaving her secure role at the Croatian Chamber of Economy, Sanja Dajak Matanović found that what people called 'secure was not secure for my psyche.' A steady paycheck, she argues, doesn't guarantee stability if the work itself stifles personal growth. The real cost of a 'safe' job can be the psychological toll of unfulfilled ambition.
02
After resigning, Sanja spent a year not formally working, but rather attending every event and connecting with people. Of that period, she says, 'the year people thought I wasn't working, I actually did the most.' Building a robust network before launching a new venture can be a more valuable investment than immediate, task-oriented labor.
03
Comparing her previous 9-to-5 job to her current 0-to-24 entrepreneurial life, Sanja acknowledges moments of doubt but quickly dismisses them. She notes, 'I choose to work 0-24; I can also choose to work less.' The perceived lack of work-life balance in self-employment can be a deliberate choice for autonomy, not a burden, as long as it's self-directed.
04
Sanja's concept store, Kredenca zdravlja, was profitable and on track to break even within the typical three years. Yet, she decided to close it because 'our market wasn't quite ready for that kind of store,' and she didn't want it to become 'just another store.' Commercial viability alone is not enough if a business deviates from the founder's initial vision and purpose.
05
Even as Kredenca was still operating, Sanja admits she 'started emotionally leaving the project' a few months after opening. A founder's emotional investment in the *kind* of business they are building can be a more powerful decision driver than traditional financial metrics. Knowing when to step away, even from a 'successful' venture, is about staying aligned with one's core intentions.