As Jane Goodall said, we may be intellectual but not truly intelligent. This drives me to build a better world with strong leadership, unity, and connection

Dijana’s journey from fleeing war in Sarajevo to leading Impact Hero, a company driving environmental and social change reflects her deep commitment to making the world a better place. With a background shaped by resilience and purpose, she has built a business that integrates sustainability into corporate operations, proving that impact and entrepreneurship can go hand in hand. As a female founder, she champions responsible leadership, kindness in business, and the power of strong communities.

Your journey from Sarajevo to leading Impact Hero is truly inspiring. How did your experiences shape your approach to entrepreneurship?

I was born in Sarajevo, Bosnia, but due to the war, my family fled to Slovenia—a beautiful, safe, and green country where I spent a lot of time in nature. Experiencing both safety and its sudden loss shaped my perspective. As Jane Goodall said, we may be the most intellectual species, yet not the most intelligent. This thought drives me to contribute to a better world—one where good leadership, unity, and connection prevail over individualism and resource extraction. I hope that, through my work and alongside like-minded people, we can make the world a safer, more livable place.

What motivated you to start Impact Hero, and how did you decide to focus on integrating environmental action into business operations?

We started as an e-commerce shop, GrowMyTree.com, allowing people to plant or gift trees with a few clicks. Over time, businesses approached us, asking how to integrate such initiatives. This led to Impact Hero, where we offer impact products like tree planting, plastic collection, and coral reef restoration, linked to business activities.

Companies can plant a tree per sale, gift a coral for a booked call, or protect forests when onboarding employees. Our impact focuses on the Global South, creating economic, ecological, and social change—employing women, providing education, and raising awareness about ecosystem protection.

What were some of the key challenges you faced as a female founder, and how did you overcome them?

Being a founder is tough, and as a female founder, the challenges are even greater. I once had an investor admit he was biased against me for being a woman in impact—reflecting how male-dominated this space has been. While only 2% of VC funding goes to female founders, more women are stepping up, building strong support networks, and proving their entrepreneurial success.

Beyond that, I’m passionate about responsible leadership and business ethics, especially integrating kindness into leadership. In our company, we incorporate mindfulness and reflection into our culture, making business not just impactful but also human-centered.

What advice would you offer to a woman just starting out on her entrepreneurial journey? What are the first steps they should take to set themselves up for success?

Entrepreneurship is already tough, so bringing softness into leadership, starting with yourself is crucial. Kindness plays a big role for me, but I’ve also had to learn and unlearn to grow as a leader. I’ve made mistakes, but my goal is to keep improving and surround myself with people who share my values and hold me accountable.

My advice to founders, especially female founders: Surround yourself with people who challenge you, not just those who say “yes.” Growth comes from honest feedback, respect, and empathy—because in the end, everyone wants to feel valued.

Thank you, Diana, for the interview and your insights!