A Conversation with Serbia's Prime Minister Ana Brnabic

Received by NSD/FARA Registration Unit 06/24/2021 6:13:54 PM

Jun 15, 2021, 10:44am EDT | 2,128 views National Digital Transformation: A Conversation With Serbia’s Prime Minister Ana Brnabic

Robert C. Wolcott Contributor © Follow Leadership Strategy

I explore business, leadership and humanity in our technological age.

Listen to this article now

06:45 Powered by Trinity Audio

1 of 4 free a

Introducing the Forbes.com subscription. Unlimited contf

Received by NSD/FARA Registration Unit 06/24/2021 6:13:54 PM Received by NSD/FARA Registration Unit 06/24/2021 6:13:54 PM

We can learn a lot from small countries where big things happen. Ireland attracts some of the world’s largest corporations via far more than just low corporate taxes. New Zealand’s KEA (Kiwi Expat Association) mobilizes their diaspora better than anyone. Estonia boasts the world’s highest per capita of tech unicorns— six for a population of 1.3 million.

Upstaging everyone, the Himalayan Kingdom of Bhutan— population 760,000—vaccinated 93% of their adult population against Covid-19 in two weeks. Having visited three times with one of my portfolio companies, www.abroad.io, I’m familiar with the challenge this presented, as well as the spirit and commitment that enabled their accomplishment.

Recently, I’ve become interested in the case of Serbia. Through the breakup of Yugoslavia in the 1990s, the country experienced regional war, human rights issues, international sanctions, economic mismanagement and significant damage to infrastructure. Slowly emerging from these challenges, the country’s GDP in 2015 was 27.5% below its level in 1989.

Since 2017, Serbia’s government, led by President Aleksandar Vucic, has focused on economic growth, attracting foreign investment and stronger overseas relationships, aspiring to eventually join the EU.

While critics and political adversaries remain skeptical—which is always the case— we should judge governments by their actions and results. So far, the progress in four years has been impressive. The World Bank reports the country, “continues to implement programs that address structural weaknesses, increase public sector efficiency, and eliminate bottlenecks to private sector growth.”

MORE FOR YOU

1 of 4 free s

Introducing the Forbes.com subscription. Unlimited cont<

Received by NSD/FARA Registration Unit 06/24/2021 6:13:54 PM Received by NSD/FARA Registration Unit 06/24/2021 6:13:54 PM

Small Business In Crisis: Life, Liberty And The Pursuit Of Happiness In Chicago

President of Serbia Aleksandar Vucic (foreground) and Prime Minister Ana Brnabic (center) review a

[+] OFFICE OF THE PRIME MINISTER, SERBIA

Forbes CEO

Get Essential CEO Briefings

Email address Job Title

1 of 4 free a

Introducing the Forbes.com subscription. Unlimited cont<

Received by NSD/FARA Registration Unit 06/24/2021 6:13:54 PM Received by NSD/FARA Registration Unit 06/24/2021 6:13:54 PM

I’ve been most intrigued by the role of Ana Brnabic, Vucic’s hand-selected Prime Minister, who also happens to be the first woman and LGBTQ individual to hold this role. In a wide-ranging conversation in April, 2021, Brnabic and I explored her vision for Serbia’s creative, digital future, the challenges of public service and her unusual career trajectory. (See our full video interview.)

Private Sector to Public Service

Brnabic never expected to serve in government. She accepted her first government role as Minister of Public Administration in August, 2016, as part of the first Vucic government. Her career to that point had been entirely private sector, affording her strong appreciation for the realities of business leaders and investors. Self-described as a technocrat, she prides herself on pragmatic efficiency.

But Brnabic’s contributions transcend capable implementation. She explains her sense of mission to, “do everything that I dreamed of as a citizen.” Reforming public administration, rolling out e-government, making government services available to citizens 24/7.

Since becoming Prime Minister in 2017, she argued the country needed to, “catch up on the missed times of Serbia,” referring to prior years of conflict and international sanctions. She has become a tireless advocate for two priorities: Digitization and Education. When she announced digitization as her top priority during her inaugural speech, “95% of Serbia laughed. They were skeptical. It did not fit with the common vision of Serbia, even for our citizens.”

1 of 4 free c

Introducing the Forbes.com subscription. Unlimited cont<

Received by NSD/FARA Registration Unit 06/24/2021 6:13:54 PM Received by NSD/FARA Registration Unit 06/24/2021 6:13:54 PM

Serbian Prime Minister Ana Brnabic speaks during global tech confab Web Summit 2018 in Lisbon, ...

[+] NURPHOTO VIA GETTY IMAGES

With Vucic’s strong support, Brnabic and her colleagues got to work. Four years later, “everyone is talking about digitization.” Global corporations have begun to invest in the tech sector in Serbia in ways highly unlikely a few years ago. Most Serbians now believe their future is digital.

Digitalization & Resilience

While the country has a long way to go— a challenge Vucic and Brnabic accept— momentum is on their side. A global study of “digital progress” by researchers at Tufts University’s Fletcher School, led by Bhaskar Chakravorti, assessed 90 economies across 160 indicators. As reported in the Harvard Business Review, Serbia ranked as a “Break Out” economy, characterized as having “limited existing digital infrastructure, but which are rapidly digitalizing.” Serbia’s moving fast.

When Covid-19 hit, digital transformation paid off. Thanks to e-government services, Serbia was able to continue most services in ways that would have been impossible just two years prior.

Remarkably, through the pandemic the IT sector expanded as a percentage

1 of 4 free s

Introducing the Forbes.com subscription. Unlimited contf

Received by NSD/FARA Registration Unit 06/24/2021 6:13:54 PM Received by NSD/FARA Registration Unit 06/24/2021 6:13:54 PM

Throughout our conversation, Brnabic emphasized her commitment to supporting the development of Serbia’s people. At home, this manifests as education designed for the future. Referring to Serbia’s next generation, Brnabic argues, “We don’t really know what jobs they will be doing.... So the only thing we know is that we need to teach them how to think.”

It’s about building the country’s talent, but also access to the world. Brnabic espouses the “circular flow of talent.” While many countries fight “brain drain”— where educated, prosperous citizens leave their home country— Brnabic sees this as an opportunity. Brain drain, “can work to the advantage of a country.”

Leaving home for new opportunities enables new knowledge, relationships and access to markets. “People leaving Serbia is not that much of a problem. People not coming back is a problem. What we need to do as a country is turn it into circular migration.” People returning to hire, invest and live, while connecting the country to the world.

To help, the government created an organization called “Returning Point,” a concierge service for Serbians interested in returning. Brnabic’s government also leverages the country’s diaspora organization in Silicon Valley, Serbian Entrepreneurs. “They help us so much. Not just by investing in Serbia, but also teaching us, my team, myself included, about what we need to do to make our vision into reality.”

1 of 4 free c

Introducing the Forbes.com subscription. Unlimited cont<

Received by NSD/FARA Registration Unit 06/24/2021 6:13:54 PM Received by NSD/FARA Registration Unit 06/24/2021 6:13:54 PM

Tech industry Serbians meet in Silicon Valley, California at a meeting of Serbian Entrepreneurs, an ...

[+] SERBIAN ENTREPRENEURS

Powering Our Renewable Energy Future

On the economic horizon, Serbia faces a pivotal resource opportunity— and threat. By some estimates, the country has perhaps 10% of world lithium reserves, essential for electric vehicles and energy storage in general. An enormous opportunity for Serbia, though with a caution. Countries with significant natural resources risk the resources curse: becoming dependent on easy money from digging and drilling.

A tractor Loaded with tree trunks Leaves the village of Klinovac in Serbia, on Wednesday, Aug. 21, ... [+]

Because Serbia has been building a digitally-enabled society with a more diverse, value-added economic base, these resources can become an accelerant rather than a curse. That is if Serbia remains committed to nurturing the broad-based capabilities, education and innovation necessary

1 of 4 free c

Introducing the Forbes.com subscription. Unlimited contf

Received by NSD/FARA Registration Unit 06/24/2021 6:13:54 PM Received by NSD/FARA Registration Unit 06/24/2021 6:13:54 PM

So far, so good. As Serbians rally to the future, I asked Brnabic what she wishes for her young son. She aspires for all Serbians to believe in their country’s ability not just to change, but to thrive long term.

“When people feel that they are empowered... then they can do whatever they want to do. It’s their country to change.” That’s a spirit countries of all sizes need to prosper.

■ ■

Serbian Prime Minister Ana Brnabic speaks for Talent Meetup 2.0, hosted by Serbia Creates, December,

... [+] OFFICE OF THE PRIME MINISTER, SERBIA

Follow me on Twitter or Linkedln. Check out my website.

Robert C. Wolcott

I love engaging with people envisioning and creating the future, as well as exploring

how technology will change business, society and the experience of being human. I’m...

Reprints & Permissions

1 of 4 free a

Introducing the Forbes.com subscription. Unlimited cont<

Received by NSD/FARA Registration Unit 06/24/2021 6:13:54 PM Received by NSD/FARA Registration Unit 06/24/2021 6:13:54 PM

USA Belgrade Sees US as Important Pillar Amid Great Power Competition

By Natalie Liu May 29, 2021 09:11 AM

mS/ifir55 Hi

Two decades after a U.S.-led bombing campaign on the Serbian capital, Belgrade, that helped to end the Kosovo war, a top Serbian official says his country is eager to return to the friendly relations that preceded the war - and improve on them.

Marko Djuric, the Serbian ruling party’s second-ranking official and his country’s

ambassador to Washington, told VOA that the U.S. involvement in the 1990s conflict over Kosovo’s rejection of Serbian rule was “our only rough patch in relations with the United States.”

"Two decades onwards, I think it is very much safe to say that we’re well beyond this and that we’re looking not only to put the relations where they always normally used to be, but even to boost it further,” Djuric said during an interview at his official residence in Washington.

Relations between Belgrade and Washington have been on the mend since the administration of former President Donald Trump brokered an economic normalization agreement between Serbia and Kosovo, which was concluded at

the White House on September 4, 2020.

Received by NSD/FARA Registration Unit 06/24/2021 6:13:54 PM Received by NSD/FARA Registration Unit 06/24/2021 6:13:54 PM

“I was [Serbian President Aleksandar Vucic’s] plus-one at the signing ceremony,” Djuric said half jokingly. A month later, Djuric was tapped to lead Serbia’s diplomatic mission in Washington, demonstrating the importance his government attaches to the relationship.

Trade office plans

“We would love to see the increase of political communication on all levels, and we’re working very hard at boosting economic cooperation,” Djuric told VOA, citing a 50% increase in embassy staff and plans to open a trade office in San Francisco later this year.

By Weighing In on Long-running Serbia-Kosovo Dispute, Biden Signals Interest in Europe

US president has weighed in on long-running dispute between Serbia and Kosovo with letters urging two countries’ leaders to normalize relations based on 'mutual recognition'

Trump’s successor, President Joe Biden, has publicly expressed a personal affection for Kosovo, where his late son Beau Biden worked to rebuild institutions after the 1998-99 war. Kosovo “continues to hold a special place for the Biden family,” he said in a letter in February marking that country’s Independence Day.

But while some initiatives put in place by the Trump team now face an uncertain future, Djuric is unfazed and promises a hearty welcome if Biden were to visit

Received by NSD/FARA Registration Unit 06/24/2021 6:13:54 PM Received by NSD/FARA Registration Unit 06/24/2021 6:13:54 PM

Belgrade during this year’s 140th anniversary of diplomatic relations between Belgrade and Washington.

Better communication, more trust

“As ambassador, I will try to use as much as possible the 140th anniversary to bring the leaders of Serbia and the United States closer together,” Djuric said, noting that it has been more than 40 years since former President Jimmy Carter visited Belgrade in 1980.

Djuric said he is committed to work “to increase the level of political communication and political trust between Serbia and the United States,” and that his country would like to see the United States increase its presence in “all spheres” in Serbia.

Cameron Munter, a former U.S. ambassador to Serbia, said in a written interview that Serbia’s outreach to the Biden administration comes as no surprise, but that Belgrade needs to understand that American leaders are more concerned at this time with broad transnational issues than with relations with individual countries.

“Certainly, bilateral ties are important, but the Biden administration is looking at strategic issues, and any foreign ambassador would be wise, I believe, to understand bilateral ties within the broader context of global challenges,” Munter said.

Received by NSD/FARA Registration Unit 06/24/2021 6:13:54 PM Received by NSD/FARA Registration Unit 06/24/2021 6:13:54 PM

Serbia, for its part, also sees its relations with Washington in a wider geopolitical context.

“Our need to connect better with all of our neighbors and work in the direction of creating lasting stability is imperative for our future development," Djuric said. "This cannot be achieved without the support of great powers, and the U.S. has a very significant authority in our region still.”

China, Russia links

The ambassador does not believe the U.S.-Serbian relationship should be held back by Belgrade’s long-standing ties to Russia or a more recent increase in economic and other links with China.

“We’ve benefited a lot from our partnership with China, but as much with Russia, with the U.S. and with the European Union,” Djuric said, describing a “balanced approach” to foreign policy that has its roots in ancient thinking.

“We have even from the period of the Nemanjic dynasty — this is now more than

800 years ago — a saying that Serbia should be West in the East, East in the West and at the same time, above the East and West,” Djuric said.

“We pay very strong attention to not go beyond what are our national interests. In that sense, we always evaluate the cost and benefit analysis of everything.”

It was that balanced approach that led Vucic to risk angering Russia by coming to Washington to sign last year’s economic agreement with Kosovo — an act that prompted Moscow’s foreign ministry spokesperson to accuse Vucic of selling out, according to London- and Belgrade-based analyst Vuk Vuksanovic. Russian President Vladimir Putin subsequently offered a rare apology for the remark.

Russian Spokeswoman Apologizes for

Received by NSD/FARA Registration Unit 06/24/2021 6:13:54 PM Received by NSD/FARA Registration Unit 06/24/2021 6:13:54 PM

Facebook Post

About Serbian President

Maria Zakharova seemed to ridicule Serbia's president after he signed a US-sponsored agreement with Kosovo at the White House

Vuksanovic told VOA in a phone interview from London that the apology was a sign of the importance Russia places upon its own relationship with Serbia, and he urged Washington to pay attention to developments in Belgrade.

Other analysts believe the real test for Serbia’s commitment to improving ties with Washington lies in strategic areas, such as energy security and telecom industries.

“In its current format, I don’t think President Vucic will lose his Chinese and Russian friends if he promotes better relations with the U.S.,” said Leon Hartwell, acting director of the Transatlantic Leadership Program at the Center for European Policy Analysis.

"If, however, he was serious about energy diversification and signing on to the Clean Network — and here I am not merely talking about paying lip service to those issues — then that would be a different story.”

The Clean Network is a U.S.-backed initiative to remove Chinese state-backed telecom entities, notably Huawei, from partner and allied countries’ 5G networks.