“Exports are the driving force of a country’s economic growth, and improving export performance requires three key prerequisites. First, integrating our country into global systems through strengthened regional cooperation and progress toward the European Union, because as a small country we cannot develop in isolation. Second, creating a clear export-development model through investment, systemic export promotion, and active export-support policies tailored to different types of companies and different sectors. Third, investing in education in order to develop a workforce that will enhance competitiveness through the creation of new products and services,” emphasized Borijan Borozanov, MBA, Director for European Operations in the Clean Air sector at Johnson Matthey and General Manager of Johnson Matthey DOOEL Skopje, in the latest edition of the Business Club podcast with the President of the Economic Chamber, Branko Azeski.

Sharing his experience studying in the United States of America, Borozanov highlighted that the US educational system uses a different, more application-oriented approach—learning through case studies, solving real-world problems, and strong emphasis on practical training. Thanks to the Economic Chamber’s initiative that encouraged the introduction of dual education, Johnson Matthey has joined the dual-education model. Through practical training within the company, students are directly exposed to work processes, acquire hands-on skills, and become prepared for the actual needs of industry.

“In our system, the focus is still on theoretical knowledge and conceptual understanding, while the US model is much more applicable. What you learn is something you are meant to apply immediately. You learn through concrete case studies—how someone did something, how a theoretical concept functions in practice, and how it can be applied,” Borozanov said.

According to him, the success of the education system should not be measured by how many individuals have gone abroad and succeeded there; the real measure of success is the practical value that the workforce contributes to domestic business and industry.

Discussing the success factors for companies, Borozanov stressed that beyond a clear vision and financial stability, the decisive factor is human capital. “The key factor is the labor—the team that wins. You do not necessarily need a team composed of people with the best skills and knowledge; you need a team composed of people with the greatest ambition and a shared objective, who think positively about what is happening and respond in the right way to generate productivity, innovation, and team spirit,” he stated.

Asked how he envisions Macedonia in ten years, Borozanov expressed cautious optimism, emphasizing that the country has a real opportunity to enact fundamental changes. According to him, being a small country should be turned into an advantage—respond quickly, be more agile, be hungrier for knowledge and education. What is crucial, he noted, is to have ambition, a defined goal, and a unified direction toward achieving it, citing examples of countries such as Poland, Greece, and even Serbia in terms of attracting investments.

At the end of the podcast, Borozanov addressed Macedonian business owners with a message to view every crisis as an opportunity for transformation. Instead of taking a defensive approach, he encouraged them to recognize opportunities for growth and advancement, to focus on their core business—particularly on what makes them special and different—and to invest precisely there. He also emphasized that regional cooperation is of exceptional importance and that Macedonian companies should be more present in regional markets.