A ny capable manager, any firm trying to break into or improve its position on a competitive market, would give simple advice: it is not enough simply to mas- ter what the competition is already doing; you’re al- ready running behind. You need to be bold, to go further. That’s how you hit the spotlight. That’s how you become a leader. The situation is the same when it comes to po- sitioning Serbia, whichmetaphorically speaking is a start-up brand in the field of the global creative in- dustries.Competitionisfierceandfast-moving,with technologicaladvancesvisibleandmeasurableona daily basis. Even the UnitedNations has proclaimed 2021 the year of the creative economy. In Serbia, unfortunately, the creative industries are still unfairly regarded as something of an elitist pursuit–despitethemcontributingasmuchas4.5% to Serbia’s GDP and employing more than 115,000 people –more than 70 per cent of whomare highly educated, andmany of whomarewomen. Over the last four years, the exports of Serbia’s creative indus- tries have increased by as much as 46.7%! Theseinspirationalstatisticsarethereasonwhy PrimeMinisterAnaBrnabićfoundedtheCreativeIn- dustriesCouncilandthenationalplatformSerbiaCre- ates. The goal of Serbia Creates is twofold: first tosupportandenhancetheworkofinstitutions and individuals involved in the creative indus- triesinSerbia,inordertoboosttheirglobalcom- petitiveness. This includes promoting the best and most talented people we have. The fore- most among them are the Creative Ambassa- dorsoftheSerbiaCreatesplatform,whoinclude world-famousandwidelyrespectedartists,sci- entists, innovators etc. The second goal of Serbia Creates is to promote the notion that innovation, creativ- ity and inventiveness are rooted deep within Serbia’s DNA. During the first year of work, our Serbia Creates projects have included the retrospec- tive exhibition of Marina Abramović in Bel- grade, which made Serbia the topic of an in- ternational media buzz and a cultural debate that was precisely the intention of our plat- form. Our team also oversaw the re-opening of the National Museum and the Museum of Contemporary Art, as well as the Vranje The- atre, which burned down seven years ago. We broughttogethermorethan400ofthemosttal- entedpeoplefromourdiaspora,withwhomwe haveestablishedcontinuouscooperation,attwo annualconferencesinBelgrade.Wehavestarted remodellingabeautifulbuildinginLondoninto a hub for Serbian creatives and entrepreneurs, andwewillrenovatetheoldLozionica(Turning Yard) inBelgrade intoamulti-purposecentreof creativityandculture.Wehaveactivelypromot- edSerbiaasafilmshootingdestinationandnow entire seasons of American TV series are being fully produced in the country. And last autumn saw the BBC declare Bel- grade one of the five most creative cities in the world! Erich Fromm said that creativity arises when a person abandons their comfort zone, and that’s exactly what we do. This year we are launching new, ambitious and audacious cre- ative projects that nobody has previously had the courage to attempt. We’ve stepped out of our comfort zone. And Serbia is already creating. Why not join us?