Igor Vlačič, MSc OBP – Founder and Owner of Neuroagencija d.o.o. is a certified neuro-linguistic programming coach and expert in organizational and business psychology. Advocating constant change management and positive psychology, the foundation of his methodology is an interdisciplinary approach to identifying and solving problems, and above all, solutions rely on the measurability of all phenomena that build an individual’s perception. By translating experiences in sports, communication, and psychology into an innovative approach to guiding individuals through the process of change, the universality of the method transcends the cultural limitation of an individual. Pioneering as a co-creator of neuro-paradigm in the field of communication in the Balkans, in his Masters of Science thesis in Organizational and Business Psychology at the University of Liverpool, the main subject was the role of trust in gender differences in workplace stress.

Neuroagencija d.o.o. was established in 2011 to present an alternative to the classic communications approach in the Balkans market. The company acts as an advisory platform in the field of communication, business solutions, and lobbying, and the specialty is the various campaigns, where the knowledge of neuroscience is applied in the very phase of analysis and strategy as well as in the final implementation. Communication and HR are naturally related dimensions of a company that only achieves the desired effects through mutual management, which is why we develop customized change management programs for our clients.


Coaching is not a one-sided process. Coaching is “a practical, goal-oriented form of one-on-one learning and behavior change ” (Howard, 2015), assuming that such activity involves the purpose of change.

Lead by example.

With the help of different “language codes”, the trainer aligns beliefs with the trainee and leads from “I” to “WE” by example. The Coach must remain true to the mission while remaining flexible enough to lead the process. 

“As a tennis coach, I worked on the premise that every person can learn complex motor activities, but the result depends on the methodology used to achieve the desired skills.”

A Coach must perform in such a way that the trainee is at the heart of the process.

The goals set must be measurable. The process is guided by questions and by example. Goals are often revised as we all learn in the process, but the coach must remain true to the initial ambitions. The chosen framework encourages the ambition of practically every adult – to be happy and healthy.

Happiness is not a goal; it is a relationship and relationships can be learned.

“When asked what coaches actually do, I explain that the coach simply has to be his best version. The coach, as an outside observer, is not emotionally involved in the process but contributes to the organization of the internal and external resources of the trainee or team. Most importantly, a coach can offer support in identifying and setting goals. “