Igor Pauletić is the co-founder and CEO of FrodX, the founder of Povej šefu d.o.o. (InstantFeedback), and an angel investor in Leanpay Ltd. Within FrodX, he dedicates most of his activities to key clients as the main advisor for business growth. He describes himself as someone who helps companies holistically overcome the obstacles limiting their business development. He believes that continuous business growth requires alignment across all four pillars of growth: product or service competitiveness, the ability to generate customer interest, the capacity to develop customer engagement, and (internal) business process excellence. Together, these four create a comprehensive customer experience (CX). In simple terms, he likes to say that he knows how to help companies that have exhausted their growth potential through more advertising. For over ten years, he has also worked as a blogger, columnist, and lecturer. In his writings about changes in consumer and business buyer behavior—largely driven by technological advancements and the resulting digitalization of society—he encourages thinking with common sense.