The Faculty of Organizational Studies “Eduka” hosted Sonja Đurić, a graduate psychologist, systemic therapist, and co-owner of the successful company Basket, who delivered one of the most authentic and inspiring lectures of this academic year.
Under the provocative theme “When a psychologist becomes an entrepreneur,” Sonja opened the doors to her professional journey – from psychology and therapy to entrepreneurship, leadership, and building a brand that grows year after year.

The atmosphere resembled an open dialogue more than a classic lecture. Sonja, with honesty and clarity, shared key moments from her career, the challenges she has faced as a female entrepreneur, and the lessons she carried from the world of psychology into the business world.

From the very first question, students were fully engaged – and the discussion naturally evolved into topics that lie at the core of modern business and organizational development:

Employee Motivation

How do you motivate a team during different stages of a company’s growth? Which motivators truly work – and which exist only in theory? Sonja demonstrated concrete approaches from practice, from developing internal competencies to specific systemic therapy techniques applicable to teamwork.

Authentic Leadership

What does it mean to be a leader who doesn’t imitate but builds their own style? She introduced students to the process of discovering one’s leadership identity, the balance between decisiveness and empathy, and the importance of psychological safety within teams.

Where Psychology, Systemic Therapy, and Entrepreneurship Meet

Sonja posed an important question – where does psychology end, and where does entrepreneurship begin?
Through practical examples, she showed how systemic thinking is used in business decision-making, change management, and building sustainable relationships within an organization.

Psychology in the Production Process and People Management

The focus was on real, everyday business context:

  • candidate selection,
  • employee onboarding and training,
  • creating development plans,
  • managing change in a dynamic environment.

Students gained insight into how theoretical knowledge from organizational psychology transforms into concrete tools that improve a company’s operations.

Sonja Đurić’s visit gave “Eduka” students a rare opportunity to hear firsthand how knowledge from psychology can be transformed into a successful business and a strong leadership identity.
It was a story about the courage to step outside the box, about the entrepreneurial spirit, and about how true leaders grow – from within.

The Faculty of Organizational Studies “Eduka” continues to provide students with inspiring experiences and lectures that bridge theory and practice, paving the way toward the modern careers of the future.