Ratko Kuprešak
Equilibrium represents balance in the personal, social, and business worlds, where a long-term strategic approach, expertise, and credibility lead to success, especially in the digital environment...
Ratko Kuprešak
Managing partner in Middle East
One of the definitions of equilibrium is the feeling of both psychological and physical balance within living beings. It can also refer to personal well-being, social systems, economic conditions, business ethics, etc. Simply put, equilibrium can be seen as the balance in everything around us.
Everything in life happens for a reason, as a consequence of past actions—or inactions. A farmer who properly plows and sows his field expects a good harvest. But what can one expect if nothing has been planted?
In most cases, people measure the results of their efforts in material terms, often forgetting other aspects of their actions. We lose patience in seeing the bigger picture.
To explain how things function in a balanced environment, let's take a relevant example—influencers. Influencer marketing promised unparalleled access to targeted audiences in the early stages of the digital industry's explosion. And it delivered. However, as the industry evolved, cracks began to appear. A significant number of influencers with large followings failed to engage their audiences actively or drive the expected conversions. The traditional influencer model began losing its impact in the digital space. Reports suggest that up to 80% of conventional influencers lack the power to influence a broader audience.
Many have commented on this phenomenon, which is why brands are now turning to content creators with authentic audiences—those who possess actual knowledge. This is not a critique of influencers; they have done their job by presenting content to large audiences. What was missing was deeper context and explanation.
True leaders and experts differ significantly from traditional influencers. They could be considered the next level of communication with consumers. They have knowledge and expertise in their respective fields, allowing them to provide deeper analyses, insights, and guidance. On the other hand, consumers are no longer satisfied with just visually appealing content—they seek details, authenticity, and authority. True experts stand out because they can deliver on these expectations.
A prime example of this shift is LinkedIn's increasing emphasis on expert-driven commentary, insights, and recommendations. This change is an attempt to create a balance between supply and demand—in this case, consumer expectations (demand) and content providers (supply), traditionally represented by influencers. The need for additional information is evident across social media platforms, whether entertainment-focused (Instagram) or professional (LinkedIn). What may be missing is a collaboration between traditional influencers and industry experts.
This evolving business landscape presents an excellent opportunity for professionals and experts to expand their influence, exchange ideas, and establish themselves as authentic creators. In a way, they complement the work of influencers who have successfully built large audiences.
This shift is also the reason I changed my career direction after years in the FMCG industry. Through personal growth across three dimensions—various industries, locations, and roles—I realized there was a gap in sharing knowledge and experience much faster than working within a single company and team. This realization led me to consult, where I found a broader platform to leave my mark while continuing my learning journey with each new project.
I personally experienced this change after sharing my experiences and insights on LinkedIn. I saw the importance of having knowledgeable individuals voice their perspectives. My posts generated significantly more engagement than usual, with people eager to connect and discuss. However, the engagement remained within industry circles—those with relevant interests or needs. They wanted to hear actual experiences and learn from them.
What's also changing is that audiences increasingly seek opinions and recommendations. General statements are no longer enough—specificity, personal insights, and strong viewpoints matter more than trying to appeal to the broadest possible audience. This is precisely what differentiates experts from the rest.
Another reason why audiences now turn to experts is that they provide greater depth and detail in communication. Traditional influencer content has primarily focused on eye-catching visuals to attract large audiences. But ask yourself—how many times have you watched a viral reel, enjoyed it, but then taken no further action? It all comes back to balance—the universal equilibrium we belong to.
Let's return to the farmer analogy. A successful harvest follows good sowing—one of the fundamental principles of balance, or equilibrium. I experienced this firsthand while working for a leading company on a project with a globally renowned consulting firm specializing in Route-To-Market strategies. We initially faced significant challenges—disagreements and misalignments that made the project's success uncertain. My approach as the project leader ensured every detail was perfectly aligned. It was a meticulous and methodical way of working, but ultimately, the right one—ensuring no ambiguity or oversight could derail the project later. We found common ground as time passed, and the project took off successfully. Its impact became evident when the company tripled its revenue and net profit over the next five years. Even today, 20 years later, it remains a market leader. That was the seed planted for future success.
A decade later, it was time to reap the benefits. The same globally renowned consulting firm worked on a similar project for a leading brand in the Middle East. When it came time for implementation, they recommended hiring someone with experience in that specific field—me. The investment from years ago had come full circle. Professional dedication and commitment to results started yielding benefits, and in this case, the harvest turned out to be even more significant than the initial planting. Once again, equilibrium played its role, temporarily separating me from my family so that the balance between investment (effort) and benefits (rewards) could be maintained.
Balance is everywhere. There's a saying that wisdom is the new currency. Those who can back up their claims with expertise will thrive in today's digital world. Consumers are increasingly looking for trustworthy sources because, undeniably, change is happening.
Serbian(Srpski)
English(Engleski)