How does “learning by doing” create long-term business success?

Turning a small idea into a global business is not easy. When the Croatian technology company Infobip was founded, its creators had only limited resources. They needed to use that capital wisely and gradually scale the company step by step.

As co-founder and CEO Silvio Kučić explains, this path - starting with limited resources and learning through practice - shaped the company’s philosophy: “learning by doing” enables them to adapt quickly to change and grow. Over the years, the team realized that the foundation of success is not only technology, but also continuous experimentation and learning. In today’s fast-changing digital world, businesses must be able to communicate with customers quickly and in a personalized way.

The first key factor is exactly this - “learning by doing.” It means trial and error, rapid experimentation, and accepting mistakes as part of development. However, as Kučić emphasizes, the most important element is understanding real customer problems: “The strongest innovations are created when we build together with the customer, not just for them.” A good example of this is the collaboration with Uber. Together, they developed solutions that addressed real-world needs - such as number masking to improve safety and more customer-centric communication tools. These solutions emerged from actual needs rather than theoretical assumptions.

The second important direction is adapting to customer expectations. Today, users expect fast, two-way communication through the same channels they use daily. Younger generations, in particular, prefer messaging over phone calls, forcing businesses to rethink how they communicate. Artificial intelligence plays a significant role in this transformation. AI helps companies deliver personalized experiences at scale, improve service quality, and reduce costs. As Kučić notes, AI is already a practical tool, not just a future technology.

The third factor is the team. Successful companies build small, agile teams that work directly with customers. This allows them to better understand needs and quickly develop effective solutions. At the same time, security and data protection play a critical role in building trust. The fourth key element is partnerships. Collaboration with startups and large enterprises helps businesses implement innovations faster and create broader impact.

At the end of the article, we present Silvio Kučić’s key message: technology alone does not solve problems. According to him, success starts with understanding customer needs, continuous listening, and thoughtful, rapid action. Although technologies are constantly evolving, one thing remains unchanged—customers need genuine, human connection. Maintaining this balance is the foundation of long-term success.