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Goran Kovačević is the founder and general director of the company Gomex, a chain of retail stores, which today has over 2,000 employees and a turnover of 120 million euros. A lawyer by profession, Goran says that trade was not even on his mind as a potential profession, but he was forced by life circumstances to start doing it. By moving from the parts of Croatia affected by the war at the time, he came to Zrenjanin, a city where he knew absolutely no one, and started his business. Today, he says he would pay to trade, rather than be paid to trade. What does it look like when your business plan is to just survive until the first one, what are the similarities between rock and roll and business, what does recapitalization of the company mean in practice, why entrepreneurship is the only choice for him and many more wisdom and valuable lessons, collected for more than a quarter of a century in entrepreneurship, from the phenomenal Goran Kovačević.