Anamarija Talijanac: Growth Without Structure Always Comes at a Cost

Recently, we published a list of the 40 most successful entrepreneurs under 40 years old, selected from over 600 domestic companies. We had clear criteria; the person had to be under 40, have significant revenues, and create a product or service with added value. We focused on companies that have grown and built a recognizable market position. One of them is True North from Zagreb, led by Anamarija Talijanac.

The company was founded in 2020 and operates in the field of software development and digital transformation, focusing on data-driven solutions, cloud-native architectures, and DevOps approaches. In a relatively short period, they have managed to build a portfolio of projects working with complex client systems, and according to available data, they achieve 3.46 million euros in revenue, 535 thousand euros in net profit, and employ around forty people.

Unlike part of the IT market that bases growth on a large number of smaller projects, True North has taken a different direction from the start. Instead of expanding through volume, the focus has been on more demanding projects and specialization.

– The key decision was the moment we consciously decided that we would not build the company through volume, but through focus, specifically on large, complex modernization projects. This meant clear positioning and investment in specialization towards data-driven solutions, cloud-native architectures, and DevOps tools, as well as taking responsibility for systems that are critical to our clients’ businesses – says Talijanac.

Such a decision in practice means slower but more stable growth and a different relationship with clients. Instead of short-term engagements, the focus shifts towards long-term collaborations in which the company takes responsibility for key parts of the systems.

– This shift has defined us, and we have moved from a classic IT company to a specialized partner for digital transformation, with a clear identity, deep expertise, and a long-term approach to the market – she adds.

The first confirmations that such an approach makes sense did not come through investments or awards, but through client trust. At the moment when clients start involving the company in the most sensitive parts of their systems, it becomes clear that it is something more than a classic IT service.

– The confirmation came through trust when clients began to involve us in the most critical parts of their systems and strategic initiatives. A particularly important moment was when we transitioned from projects to long-term partnerships and when clients began to recommend us further – emphasizes Talijanac.

As the company grew, the focus of management also changed. What was initially a dominant technical question gradually became a question of organization, people, and processes.

– Today, I understand much more clearly that leading a company is actually about leading people and energy, not just technology, strategy, and numbers. At the beginning, I believed more that good technology and quality delivery would be sufficient on their own. Today, I know that focus, clarity, and constant alignment of the team are key – she says.

Part of that experience also relates to the speed of decision-making and organizational structure, which becomes crucial in the growth phase.

– If I could do something differently, it would be to make tough decisions faster and to set clear frameworks and organizational structures earlier. Growth without structure always comes at a cost – she adds.

In the next phase of development, the focus is increasingly shifting towards artificial intelligence, but in the context of existing systems and specific business needs of clients.

– AI for us is not just a trend, but a tool that accelerates modernization and transforms business. We see it as a layer that enables better understanding of users, automation of manual tasks, more precise detection and optimization of business processes, and making better decisions in real-time – says Talijanac.

Alongside technological development, the emphasis remains on organization and people, which at this stage becomes equally important as the product itself.

– Equally important, we believe that technology without people has no real value. Therefore, the development of people and nurturing humanity within the organization is as strategically important to us as technological advancement – she emphasizes.

Plans for the next few years include expansion into international markets and further positioning in the segment of complex digital transformations.

– In the next five years, we see True North as an organization that leads complex digital modernizations with strong integration of AI, expands into international markets, and continuously invests in the development of people and communities – concludes Talijanac.