Thank you so much for joining us, Dijana. Do you think you could tell us a little about yourself and the business you founded?

Yes, I am Dijana Galijasevic, the co-founder and CEO of Impact Hero. We’ve recently transitioned from our earlier organisation, Grow My Tree, to our more widely-encompassing positive-impact solutions provider Impact Hero. Our platform serves as a marketplace for various impact-driven products, primarily promoting social awareness about the challenges outlined in sustainable development goals, including climate change.

Our main goal is to develop solutions that enable companies to engage their customer and employee base with impact-driven initiatives like tree planting, plastic collection, and reef restoration. We believe businesses can play a crucial role in spreading awareness about the most pressing challenges humanity faces today and become true multipliers of positive impact by engaging diverse stakeholders.

On a more personal note, I am also in the process of completing my PhD in the field of business ethics and responsible leadership. My research revolves around conceptualising kindness in business leadership and demonstrating the high cost of bad leadership for organisations.

In the development between Grow My Tree and Impact Hero, has the business model changed in addition to the name?

It has been two and a half years since we founded Grow My Tree. Our journey started with a renowned study that highlighted the tremendous impact trees can have in combating climate change. Inspired by this, we created straightforward solutions for individuals and businesses to plant or gift trees. But we all realised this was just one piece of the puzzle. We need a more comprehensive approach to address the numerous challenges the world faces today.

We have witnessed the devastating effects of plastic pollution worldwide, even in the most beautiful locations and pristine beaches. The deterioration of coral reefs while diving also struck a chord with us. As we speak approximately 11 football fields of pristine forests are disappearing every minute. These experiences drove us to think beyond trees and consider how to tackle other challenges, contributing to sustainable development goals. Thus, the question arose: Could we replicate the success of our minimum viable product (MVP) with trees and apply the same concept to other impactful initiatives?

So, the transition to Impact Hero goes beyond a mere name change. It signifies our broader vision and mission. Impact Hero aims to address multiple impact areas and develop innovative solutions for businesses. We want to move beyond merely commoditising impact products. Instead, our goal is to raise awareness and inspire people to participate in the change by receiving or giving these impactful products. This is the essence of what we aim to achieve with Impact Hero.

Let's zoom out from the startup for a moment and explore your roots. Could you share a bit about your past?

I'd love to start at the very beginning because it fundamentally influenced who I am today. I was born in Sarajevo, Bosnia. Similar to what's happening today in Ukraine and many other places around the world, we had to flee due to the war. Fortunately, I grew up in a wonderful country called Slovenia. Despite being very young, around four years old at the time, the experience of war left a lasting impact on me. I could never comprehend how such evil could occur in a world that claimed to be morally advanced. To this day, frankly, it remains an unanswered question.

So I grew up in Slovenia, a safe and beautiful green country, thanks to my parents, who settled us on the coast. I think because of this I've always felt a deep connection to nature and greatly respected it. Even during my childhood, I developed a passion for hiking with my parents, witnessing the magnificence and power of nature, which made me realise there are things bigger and stronger than us.

As I grew older, I explored various roles, from working in government to being part of a startup that didn't fare well. Throughout my experiences, I remained interested in understanding how we relate to ourselves, to others, and to Mother Nature. These interests now link as I reflect on my journey and see how the human aspect, creating more humane workplaces, and striving for a world with less harm and more respect all align.

About twelve years ago, I decided to stop eating meat, which prompted others to view me as someone who always goes against the norm. Despite the scepticism, I trusted my instincts and believed in my choices. Looking back, I wish I had held stronger to my beliefs.

Even pursuing a PhD was met with doubt as I explored the connection between kindness and business leadership. Some still question the possibility, but for me, it's a crucial aspect of success and what truly matters in life. I admit, the experience of co-founding a startup, meaning operating in a very challenging & changing environment, was and is still the best teacher about applying kindness in a business environment. When my resources are depleted and I do not work on my personal balance, I can be un-kind. And then I do not feel very well about myself and how I disrespect my colleagues. This is a daily reminder to strive for values and what matters.

Ultimately, my journey starts with myself. I've noticed in your interviews that you explore personal stories, which may have spiritual undertones. I may not identify with spirituality, but I do embrace a mindful and aware way of living as the starting point for making positive changes in the world. It all begins within oneself.

When did you discover this entrepreneurial spirit within yourself?

I wouldn't dare say I was anywhere close to being entrepreneurial at first. But after completing my studies and landing my first job— fortunately in a governmental role— I learned a great deal about the power of the government. From that experience, I realised the importance of policies and how some individuals excel at implementing them. Yet, I consider myself practical and have always desired a good life without unnecessary hardships. I believe in having basic security while pursuing my true passions. This is why I couldn't fathom working for anything without purpose.

During that time, my startup idea revolved around creating an exchange program for seniors living in retirement facilities, similar to Erasmus programs known in Europe for exchanging students. We aimed to build a viable business model around it, but unfortunately, it didn't work out. Nevertheless, it was an amazing venture, marking the world's first exchange of seniors in such facilities. Witnessing the story of a 93-year-old woman going on holiday for the first time was priceless to me, and I thought that was all I needed.

As I matured, I began contemplating the need for a sustainable business model. My inclination has always been to find a way to do good, find personal fulfilment, and make a living while inspiring others to do the same.

What led you to create Grow My Tree after you stopped your other startup?

There was an important part in between when I continued my studies. Additionally, the personal aspect of my story involves losing my dad eight years ago, which happened during the time of my previous startup. It was a significant awakening moment that made me question and reflect on many things - such as the impact of stress in one's life. It was a part of life's process, and later, during my master's, I discovered a course in organisational development that opened my eyes to new ways of thinking about businesses and working.

Learning about the possibility of different organisational structures and the concept of mindfulness from a scientific perspective influenced me to explore more deeply. This exploration eventually led me to meet Julia, with whom we decided to offer retreats for future and existing leaders but with a unique format. These retreats took leaders to special places in nature to journal and reflect on themselves as individuals and as leaders, identifying the characteristics they wanted to bring to their work environments. The impact of these retreats was rewarding, as they positively changed people's lives and their approach to work.

However, the COVID pandemic struck, disrupting our plans and forcing us to reconsider our offerings. During this time, I was increasingly involved in my PhD studies. Interestingly, I noticed that discussions about responsible leadership and business ethics lacked a focus on climate change, which struck me as odd.

At the same time, my friend Nadja introduced me to a study from ETH Zurich that highlighted the potential power of trees in combating climate change. As someone who cherishes trees and values their connection to nature, this discovery resonated deeply. As a mother, Nadja saw the importance of addressing climate change for her children's future.

Together with our entrepreneurial partners, we saw an opportunity to bridge the topics of climate change, emotional connections with trees, and entrepreneurship. We envisioned creating a startup that could contribute positively to the world. Instead of the typical Christmas gifts, we launched an MVP (Minimum Viable Product) at the end of 2020, aiming to gift trees to make a positive impact.

Over time, things changed, and Nadja chose to focus on her family, leading to a shift in the operational co-founder roles. Despite the challenges, we've grown to a team of 15 people, and it has been quite a remarkable journey.

You started as co-founders initially, and you became a solo founder during the journey when she decided to leave.

Yeah, that's right. Although I wouldn't say, I'm a solo founder because I've always preferred sharing the experience with others. Therefore, another colleague I met during my master's program, Amal, joined the company sometime in April or May. Later on, after realising that Nadja wouldn't be returning, I decided to invite Amal to join as a co-founder. She is a brilliant mind and we balance each other very well.

What were the biggest challenges you faced with Impact Hero?

Building the right team was one of the most difficult aspects, which is probably true for every business. Having individuals who are genuinely driven by the same mission and share the same values proved to be the most difficult task. I also encountered situations where I felt deeply disappointed because I realised that we had different interpretations of the values we thought we shared. So, developing and sticking to certain principles became increasingly important to me. While these principles can be adjusted, they represent how I want things to operate.

We are a purposeful and impactful company; I believe these qualities should be reflected in our culture. However, we also need to be sales-driven to ensure growth and success. Defining the principles and modus operandi at the very beginning was crucial to identify if people were willing to align with them. Transparency in communication about these principles is essential. It helps reveal people's true nature, especially during challenging times and allows for a healthy separation if necessary.

Finding the right team is undoubtedly the most difficult challenge, but it's also my greatest motivation. Another significant lesson I've learned is to be prepared for potential downfalls. No company is always in a stable position to grow consistently. Awareness of this helps train oneself to handle adversity better, making sound decisions without succumbing to fight-or-flight mode. Instead, it's about understanding that challenges shall pass and approaching them with a clear and thoughtful mindset.

How do you stay grounded and clear-headed when facing challenging times in your business?

Practising mindfulness may not always be straightforward for all challenges that arise. However, taking a moment to pause and shift your perspective can be incredibly helpful. By zooming out and gaining a broader view, you can better assess the true scale of the problem.

Another strategy that has consistently aided me is seeking advice and support from others. Whether talking to mentors or finding temporary guidance from someone experienced, engaging in these conversations can be enlightening. Often, we get so fixed in our way of thinking that an alternative viewpoint can suddenly make sense and inspire new approaches to problem-solving.

Having mentors and being open to asking for help is something I aim to cultivate continuously. I acknowledge that seeking assistance isn't always easy, but I understand its value in personal and professional growth.

Tell me about how you integrate your PhD topic into your business. How do you do that?

It's crazy to realise that as our company grows, I still have my PhD on my mind daily. However, I believe it's the perfect timing for this to happen. When you are deeply immersed in theoretical research and have studied numerous works by other researchers, it puts you in a unique leadership position. As I mentioned, this allows me to respond empathetically to various situations. It provides substantial food for thought on how I want to guide the company and how challenging it can be to hold such positions.

Dealing with stress and constant changes in the company, such as setting up a new team or welcoming new members, can be overwhelming. Maintaining one's sanity and grounding oneself become crucial. I have learned valuable lessons from my colleagues, especially Amal Slim, our CMO and co-founder. She exemplifies kindness even in the most challenging situations, and I aim to emulate that. At times, I acknowledge that I may not be the best support for someone, and I step back to let others take the lead when necessary.

For me, showing kindness translates to, at the very least, not being unkind. This idea is a significant aspect of my research thesis, focusing on how to prevent bad leadership rather than just advocating for kindness. It's about understanding how we can avoid negative leadership traits altogether.

Who or what was your biggest inspiration on this entrepreneurial journey? Are there any particular individuals or books that have influenced you?

There are a few pillars of my inspiration. First is Marcus my previous partner in this journey and an entrepreneur himself. Initially, he played a crucial role and continues to be a valuable source of ideas and advice. I consider him a mentor, always believing that our venture could succeed. From him, I learned the importance of solving challenges by exploring different approaches, continuous improvement, and seeking practical solutions.

The second pillar is my team. Many of them are friends I brought into the business, either from my master's or PhD days. Around two-thirds of our company consists of people I've known over the years. They are strongly committed to our mission and vision, and their dedication and authenticity are a constant source of learning and motivation.

The third pillar are many great women from the climate tech community that I had the privilege to meet and grow with in the past years and are building great things, such as Anastasia Volkova from Regrow, Lubomila Jordanova from PlanA, Evoléna de Wilde d'Estmael from Faircado, Karolina Attspodina from We Do Solar, Franziska Wörthmüller from The Chagos, Nina Heine from Shit2Power and many others.

Last, but not least - it is also about inspiration for myself, which might sound unusual. I admit that I used to doubt myself a lot. However, I've learned the valuable lesson of trusting myself more. Though I still occasionally face doubts and question the entire system, I remind myself that our work positively impacts people's lives. I can't imagine doing anything else, which fuels my determination to keep going.

Did you ever experience an “Aha!” moment? Some point where you had an epiphany that changed your view or attitude toward something specific?

Well, there were so many of those small “Aha!” moments. But if I were to group them all, it would be the realisation that even when you feel like you've exhausted all possibilities, there's still more to explore. For instance, imagine going through around 80 interviews in a year for various roles, and just when you're about to sign a contract, the person decides to choose another opportunity due to some other reasons, and it feels like a huge setback. You may feel devastated and believe you can't handle another interview, but the next day, a new application comes in, and that person turns out to be the perfect fit for the role. This has happened multiple times with different examples, illustrating the importance of trust in your path. It's always like an “Aha!” moment, reminding you to stay calm and assured that things are progressing in the right direction. So, there's nothing to worry about.

It can also apply to situations like not securing a desired investor or failing to close a crucial client. However, something else emerges in those moments, which ultimately proves significant for the journey. These are the “Aha!” moments that resonate with me.

What would you say is the most fulfilling part of your work?

I love having successful projects, like the recent one with Gorillas, a fast consumer/general delivery brand. I always thought of how amazing it would be to integrate eco-friendly products with the rest of our shopping. After almost a year of hard work, the project is live, and seeing people ordering those products is incredible. It reminds me of the power we have when we put our minds and energy into something.

On a more personal note, I cherish how our team starts meetings. We begin with a mindfulness exercise called "mind the minute," (inspired by my supervisor Prof. Dr. Andreas Suchanek) where we take a moment to arrive fully and leave behind the thoughts of previous meetings or future tasks. During one of these sessions, I encouraged everyone to share their personal and professional challenges and successes. It became an hour of deep, meaningful conversations where people opened up and shared personal experiences. This made me realise that being surrounded by such an open and supportive team truly matters and motivates me daily.

What were your biggest compromises or sacrifices to get to where you are today?

I haven't had a free weekend in the last three years, just to say I had a day off. I'm really looking forward to having more free time next year. It's because of my PhD, which feels like one huge project. Sometimes I wonder if I would do it again. But you can't always have everything you want. You have to make priorities in your life and commit to them. That's why I hesitate to say I've compromised anything because these choices brought me to where I am, and I'm grateful for that.

However, I miss having more time with friends and family and the freedom to explore the world without rushing. It feels like we're always chasing quarterly goals and planning for the next year alongside the demands of my PhD. Ideally, I wouldn't have taken on both at the same time. But I believe in the importance of my research and hope it can inspire others to make better decisions. So, while I can't say I've compromised much, there are definitely experiences I hope to enjoy soon.

What future do you envision and hope to create with Impact Hero?

I dream of a future where every product, service, and business transaction contributes positively to the world. Through initiatives like tree planting, plastic collection, or providing education to those in need, my vision is for businesses to be seen as sources of good rather than harm. By striving for less harm and inspiring individuals to make better choices, I believe we can create significant positive impact.

Thinking long-term can be challenging, as short-term gains often seem more appealing. However, I am committed to the idea that collectively, we can reap substantial rewards by making sacrifices today. It's a journey I look forward to embarking on.

On a personal note, I am passionate about promoting kindness. We should all be willing to make sacrifices to avoid being unkind. This requires a lot of self-discipline and personal growth, but it's essential to becoming the people we aspire to be.

With my PhD, I hope to inspire women from the Balkans, Bosnia, and other regions to realise their potential. If one person sees my achievements and feels empowered to pursue their dreams, it would be a meaningful step towards positive change in that part of the world or beyond. I also hope to influence future leaders, perhaps someone in a business school, who can shape countries and the world with compassion, wisdom and peace when it is needed the most.

To people, and perhaps women in similar situations as you were, for example, in the Balkan region, what would you like those individuals to take from your journey?

I would truly love it if people started by connecting more with themselves— understanding their thoughts and feelings, recognising what they genuinely dislike, and taking action to address those issues. I understand this path is much harder because of the numerous challenges and societal pressures that might contradict one's thoughts and feelings. However, I believe actively listening to oneself and constructively challenging those beliefs is essential. I hope people will begin to do this because it can lead to significant personal growth and positive life changes.

Additionally, finding mentors and seeking support from others is crucial. Reaching out to people for help and guidance can open doors and lead to great opportunities. Looking back, I find it surreal that we're having this conversation right now, but it all started by being willing to listen to myself, trusting my instincts, and gathering the strength to pursue my path— knowing that I didn't have to do it alone, but rather with the support of others. It's worth fighting for.

Do you have any specific business advice for young entrepreneurs in the climate space or those considering creating a business within the climate sector?

One valuable lesson that has greatly helped me is shifting my perspective. Initially, I leaned towards a more purpose-driven approach, and I found myself grappling with capitalism. Tackling such a massive issue can be overwhelming. Instead, I learned to recognise that while I may not save the entire world, my efforts contribute as an essential piece of the larger puzzle. It's about not rejecting capitalism outright but understanding how to leverage its positive aspects to scale your ideas effectively.

Another crucial aspect that has supported my journey comes from my mentor, who comes from a traditional business background. It is essential to comprehend how businesses function, as this understanding forms the basis for monetising your projects. Analysing the business model behind your climate-focused initiatives and exploring ways to make it scalable is vital. You can even draw lessons from successful non-climate industries and apply those principles to the climate space. These two elements will gradually merge, and you will witness the shift.

If there were one lasting message that could reach everyone on this planet— or anyone, everyone, or anyone— what would that message be?

The first things that come to me are: “Let's stop wars,” and “Let's be kinder.” But, truly, I hope that every human, including myself, becomes more reflective and strives to define what it means to live a good life. By defining this, we can have conversations about what we are willing to give up and what we are willing to invest in. This shared understanding would be incredibly powerful because it would provide a common ground for shaping the world we truly want to live in.

That sounds like great advice to me. Dijana, thank you so much for spending some time with us. Your efforts with Impact Hero are extremely impressive, and we hope they have an enormous impact indeed on helping companies and individuals to balance their carbon budgets.

To learn more about Impact Hero, see www.impacthero.com.

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