Behind the Scenes with Tijana: Why Mindset Matters When Starting a Business?

According to Tijana, CEO at Aetherius, the answer lies in one thing that often gets overlooked: mindset.

We went behind the scenes with her to find out why mindset matters so much when starting and how it helped her launch and grow a successful business.

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Q: What made you decide to start your own business?

A: I always knew I’d have my own company one day. I wasn’t sure what it would actually do, and honestly, I didn’t stress about it. I picked IT for my studies because I loved math, and later realized I enjoyed organizing processes too.

I worked as a programmer for two years, but I was way more excited about what I could do before and after work - organizing my day, brainstorming side hustles, and coming up with passive income ideas. That was my idea of fun.

During that time, I built some basics and felt like I was already picking up the habits of successful people. But eventually, I realized I needed more time if I really wanted to make it happen. So I started saving up, and then I quit my job. That’s how it all started.

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Q: Did you feel ready when you started, or did you just start?

A: I wasn’t ready, but I think that’s something you’re never truly ready for, because there’s always more to learn and improve.

Since I had already quit my job and dedicated all my free time to learning about running a business, my co-founder was still working while looking for clients on the side. When we found our first client, we said, “This is it, we’re starting our company.”

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Q: Were there any fears or doubts that almost held you back?

A: The truth is, I wasn’t scared, and even now, looking back, I sometimes wonder how that was possible. (laughing)

But the advice I would give to anyone thinking about starting their own business is this: surround yourself with stories and people who share examples of success. Listen to podcasts, read books, follow people with successful businesses on social media, and focus on that instead of focusing on failure.

It’s just like the Instagram algorithm: whatever you search for, that's what keeps showing up. If you spend more time thinking about fear and failure, you'll be surrounded by those topics, and your mind will constantly wonder, “What if the business fails?” instead of focusing on finding ways to overcome challenges.

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Q: Is there something you believed in at the beginning that completely changed over time?

A: I used to think you could mostly just go with the flow, but you have to track the numbers. It makes future decisions so much easier. Everything comes down to numbers. Track metrics for finances, for the hours spent working on something, what brings in results, and what drains resources.

That way, you can always compare what worked well in the past and what needs to be changed.

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Q: Have you ever thought about quitting?

A: The first, and only, time I thought “Why do I even need all of this in my life?” happened when I was handling two major projects at the same time, both of which I was fully responsible for.

We had taken over an app that was previously built by someone without enough experience, so we had to jump in and save the situation as much as we could. Every day during that period was intense, I was constantly on calls trying to keep up with everything: our internal team, the DevOps team, the client, resolving user requests…

Pressure was coming from all sides, and I was getting bombarded with calls and messages.

And on top of all that, the biggest thing in my life so far was happening: we were building an app for the largest regional business event that brings together over 2000 people. That came with daily meetings, detailed planning, building the entire project from scratch, constant communication with the dev team and the clients, and fixing things nonstop.

It was also the first time we were sponsors at an event, so we had to handle everything around our booth, and at the same time, we were rebranding our entire business identity. Of course, all alongside other clients and tasks.

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Q: What kept you going?

A: The vision I have for our company and our team.

Even before I founded the company, I always had this vision of having a business that would make a difference in every possible way. As for that specific moment, what motivated me most was our team. Seeing how much effort they were putting in, how hard they were working on every little detail so that we could all succeed together, that pushed me.

I felt a strong need to give even more back to them and to work even harder to make all of this a success.

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Q: What’s been your most “eye-opening” failure so far?

A: I don’t really look at things as failures - to me, this was more of a lesson I learned a lot from.

Tip for everyone: always agree on hourly billing, not fixed-price projects. We learned that the hard way. It was at the beginning of our journey - we had a client who kept asking for unrealistic features, and we ended up working extra hours just to deliver. Other projects suffered, and we didn’t get paid for all that time.

If I could go back, would I do it again? Yes, but I would have cut it off much earlier. At the time, we needed the client, and I did it for the good of the company, and I’d probably do the same again. But I wouldn’t let it last for so long. You have to know when it’s time to say enough.

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Q: What daily habits helped you stay productive?

A: My formula for success is simple: workout, eat healthy, take cold showers in the morning, and read books. That sense of control, like you're hacking your own system, helps me get through the day and make decisions.

Besides planning in business, I do the same in my personal life. I truly believe the habits you build have a huge impact on your mindset. There comes a moment in life when you realize how much that foundation actually helps.

For me, that moment came during a tough phase at work. Just like in any business, there are ups and downs. But the fact that I didn’t let go of my habits, just adjusted them to the situation, helped me stay clear-headed and make smart decisions.

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Q: In the end, what advice would you give to someone who wants to start but is afraid to fail?

A: Surround yourself with success stories. Listen to podcasts, read books, and follow people who’ve built something great, because what you consume shapes how you think. If you're always focused on failure, your mind will keep looking for reasons to quit. But if you’re focused on people who overcame challenges, you’ll start seeing solutions instead of barriers.

And don’t ignore numbers. You need to stay grounded in data: track your finances, your time, and your progress. Numbers give you clarity and help you make smarter decisions and adjust when things aren’t working.

If you’re already in the process of starting your business and need help scaling it quickly, my team and I are always here to support you. Don’t hesitate to contact us and let’s talk more about your idea!