Non-business book addict, cat person, and tattoo lover. Rakia drinker and failed carpenter. And I published a book in 2022 with a short story collection on the way.

Born and raised in Belgrade, Serbia.

For as long as I can remember, I’ve been curious and obsessed with things that don’t belong together: writing books, DJ-ing, tattoos, travel, boxing, snowboarding, football. On paper, none of it adds up. In real life, it’s all just me.

I’ve always been stubborn. Knew early on I wasn’t built for the same office every day, the 9–5, living for weekends. I wanted work that actually meant something. To wake up and care about what I do, not count the hours until it’s over.

After college, I bounced through jobs. Tour guide for a year. Then an event company that paid me for the first 30 days and nothing after. Four months later, the company shut down. Unemployed.

Next stop: Housekeeping Supervisor at Crowne Plaza for about 18 months. I quit without a real plan and started a couple of blogs. Every single one failed.

Around that time, I started learning how to build WordPress sites from tutorials. I wish I’d saved those first designs to show you now. They were terrible.

A few years later, I ended up in marketing. Worked at some of the biggest agencies in Serbia as a Digital Account Manager, then as a Copywriter.

At 35, I got fired. Next? Six months as a carpenter, with paychecks that were always late.

After a few failed corporate rounds and a lot of stress about narrowing down my interests, I finally realized something. My mix of skills wasn’t the problem. It was my advantage.

I understood that my progress was tied to my own effort. The more I put in, the further I could go. I wasn’t chasing anyone else’s pace. Just my own.

Eventually, I let go of the “safe” 9–5 and took the chance to build an agency from scratch. If I hadn’t found this path, I’d be a completely different person. Definitely not a happy one.

If you’re still reading this, I’m guessing something in that story sounds familiar.

It took more than 10 years, a lot of mistakes, and more than a few side quests. But today I run White Hat — an agency focused on Local SEO strategy and WordPress development, with AI tools where they make actual sense.

That gave me freedom. And I got hooked.

I wasn’t born knowing any of this. No fancy degrees, no rich parents, no network that opened doors. At one point, I was in debt from a bank loan I took to grow the business.

Then something shifted. People around me started asking about SEO, WordPress, how to actually get found on Google. They told others. Clients started showing up.

And I saw clearly: there’s almost nothing you can’t fix, build, or push through if you’re willing to roll up your sleeves and do the work.

 

White Hat is built on real curiosity about what’s possible and a stubbornness about doing work that actually matters.

Through our free ebooks and services, we give away everything we know. All of it. The strategy, the process, the steps. 

Yes, this is a business. Yes, we provide services. And yes, we’re proud and grateful that we get to earn a living doing this. We screw up, have days that are a mess, and get stuck in fear and self-doubt like everyone else.

But we don’t pretend otherwise.

Don’t expect perfect polish. Do expect practical solutions, ideas that make you think, serious effort, and honest work.

Being successful doesn’t mean you have to become a global brand. Sometimes it means building a mid-size service business you actually enjoy running. That’s the kind of business we build for.

I believe you have to bring your whole self to the work you do. Your story, your skills, your mess. If you want to build something real, it has to come from something real.

Still learning every day. Still stretching what a meaningful life looks like for me.

Your journey won’t feel easy. Building a business can be overwhelming and sometimes scary. I know, because I’ve been there. But I believe you have the power to design a business and a life that feels right for you.

If you’ve read this far, thank you. If we’re not connected on LinkedIn yet, come say hi. I’m glad you’re here. And I’m looking forward to what we can build from this point on.