From corporate climber to empowering leader: A journey of courage and growth
Jasna Mitrović Kukurić, business mentor and founder of Jednostavno Više, believes that leadership is about respect, empathy, and empowering others to recognise their own strength. Her own journey is evidence of that.
For many professionals, the transition from a stable corporate career to the unpredictable world of entrepreneurship is a daunting leap. But for Jasna Mitrović Kukurić, it was a necessary evolution—one that required patience, courage, and a deep desire to forge a path on their own terms.
“I had a long career in various areas of business, but entrepreneurship always attracted me with its freedom and space for creativity,” Jasna recalls. “It wasn’t easy to make the leap—I struggled with uncertainty and delayed the decision for some time. Leaving the security of a regular paycheck is never simple. But eventually, the desire to work for myself and create my own vision became stronger.”
That pivotal decision marked the beginning of an extraordinary journey. Stepping into entrepreneurship was like stepping into the unknown, but Jasna soon realised that courage often leads to the most rewarding experiences. “Once I finally went all in, many doors opened. It was proof that taking the leap, despite the fear, often leads to incredible opportunities.”
Leadership rooted in empowerment
For Jasna, leadership has never been about command and control—it’s about empowerment. A philosophy shaped by a defining moment as a teenager, they recall stepping up to take responsibility for someone else’s actions in school.
“I was 17 years old when I stood behind someone else and took responsibility for something they had done. That moment made me understand what leadership really means. It’s about standing by your people, offering support, and leading from the heart.”
This foundational belief has carried through their entire career. “A true leader doesn’t dictate; they inspire. Leadership is about respect, empathy, and empowering others to recognise their own strength. When a leader creates a space where people feel valued, they naturally bring their best to the table.”
The power of coaching: Transforming potential into success
One of the most fulfilling aspects of Jasna’s work has been guiding others to unlock their potential. She recalls a particularly rewarding coaching experience—helping an already successful entrepreneur take her business to the next level.
“She had built a great business but felt she had hit a plateau. Together, we worked on structuring systems that allowed her company to expand into new areas. What made this experience so rewarding was that it was a long-term process—without pressure, just trust and understanding.”
Jasna’s coaching philosophy is simple yet powerful: support without imposing. “I believe in following a client’s needs, not forcing a rigid timeline. Growth happens at the right pace for each individual. And when you create a safe space for exploration and change, real transformation takes place.”
Balancing strategy with a human-centered approach
Many business leaders struggle to balance strategic decision-making with people-focused leadership. For Jasna, however, these two elements are deeply connected.
“Strategic thinking and working with people are two ends of the same stick,” she explains. “You can analyse data and make all the right business decisions, but if you neglect the human aspect, success will only be short-term. Long-term sustainability requires investing in people, nurturing internal growth, and creating a flexible, supportive environment.”
To achieve this, Jasna integrates psychological tools from transactional analysis into business practice. “This allows me to provide holistic support—not just focusing on business results, but also on creating an environment where people can thrive.”
Overcoming challenges and building resilience
Like any entrepreneur, Jasna has faced her share of challenges. One of the most significant hurdles came when she took over a brand as part of a business partnership. The situation was complex—financial risks, reputational considerations, and the need to restructure the entire business model.
“There were moments filled with uncertainty, but one key lesson got me through: every day is a new opportunity,” she says. “I learned to stay present, focus on the next step, and trust the process. Challenges will always be there, but overcoming them is about taking it one step at a time while keeping sight of the bigger vision.”
Advice for aspiring women entrepreneurs
For those just starting out in entrepreneurship or consulting, Jasna offers three critical pieces of advice.
Firstly, research the market. “Understanding your industry, competitors, and target audience is crucial. Without this knowledge, you’re navigating blindly,” she says.
Then, ideas must be tested. “Don’t rely on assumptions—seek feedback, adapt, and refine your approach based on real insights.”
