Uroš Ignjačević

Uroš Ignjačević’s entrepreneurial journey began long before he entered the
COTRUGLI MBA program. For nearly a decade, he ran a media company and, even
longer, a marketing agency that grew from a small startup into a serious business.
“I learned on the go – through practice, mistakes, and intuition, because back then,
there were no business coaches or support networks like there are today,” he recalls.

The MBA program, he says, gave him structure and perspective. “I realized that
many leaders, regardless of their industry or the size of their company, face the
same challenges. It helped me ‘standardize’ my experience; to understand that my
problems weren’t unique and that there are methods and tools to make
decision-making easier.”

Before the program, his focus was on personal growth and developing himself as a
leader. Afterward, his attention shifted to his team. “I started thinking about how to
transfer knowledge, empower others, and build a system where people grow
together. Today, my goals are even broader; they include not just the team, but also
investors, clients, and the wider community.”

Leadership in Ethiopia: Lessons in Patience and Trust

Today, Uroš works as a consultant in Ethiopia, where he has spent years developing
data centers and other technology projects in Addis Ababa. “This experience has
completely changed the way I think about work and leadership. Working in a country
with a completely different mindset, language, and business culture requires
immense patience, flexibility, and perseverance. I’ve learned that success there
doesn’t happen overnight; everything is built slowly, through trust and understanding
of the local context.”

Although he doesn’t have a traditional team, Uroš collaborates with a network of
people, from local institutions and investors to international organizations. He sees
every project through its social impact: “A business only makes sense if it contributes
to the community where it operates.”

Projects in the renewable energy sector have had the greatest influence on his
perspective on business. “I worked with investors who didn’t make a single decision
outside the framework of sustainability and ethics. I saw that serious business can
be conducted responsibly, without compromising values.”

Today, he believes that profit is not the goal but the result of doing things the right
way. “Ethics and sustainability aren’t obstacles to profit – they make it stable.”

Mentorship as a Responsibility of Experienced Leaders

Throughout his career, Uroš didn’t have a formal mentor but learned from the people
around him, clients, partners, and investors. “I realized that leadership isn’t just about
strategy; it’s about how you treat people.” Today, he sees mentorship as an
obligation for every experienced leader: “Anyone who has walked a path full of
challenges has a duty to help others navigate it more easily.”

If he could advise his younger self, it would be one sentence: Be more patient.
“Success takes time, and that’s the hardest lesson,” he says. He recalls a period
after completing a major project in Ethiopia when things moved more slowly than he
wanted. “That’s when I learned that even stagnation has a purpose. It’s a time for
introspection and growth.”

The 21st-Century Leader: A Blend of Ethics, Empathy, and Technology

When asked what today’s business schools should emphasize more, Uroš doesn’t
hesitate: adaptability to change, understanding technology, and ethics. “Change is
no longer an exception; it’s a constant. Leaders must learn to live in change,” he
emphasizes. He also believes MBA programs should more strongly integrate artificial
intelligence, not just as a theoretical topic but through practical applications. “AI is
transforming every industry today. Schools need to show how technology can make
life easier and open up new opportunities.”

Ethics and sustainability remain equally important, he adds: “Sustainable and ethical
business practices are no longer a luxury; they’re a responsibility. Success is also
measured by how responsibly we operate.”

Today, his view of leadership is mature and comprehensive. “A successful leader
must combine three things: ethics, empathy, and an understanding of technology.” In
a time of rapid decision-making and a fast-paced digital world, he believes it’s crucial
to remain human: “Technology is inevitable, but empathy and respect are what make
a leader, a true leader in the 21st century.”