The last four years at D.Labs Sašo helped Slovenian and foreign entrepreneurs to transform their business ideas into digital products, acting as a link between entrepreneurs, designers and the development team. Through his work he identified two recurring challenges that most entrepreneurs have to deal with, namely the lack of insight into the market as a whole, and the lack of objectivity when it comes to their own product. The logical step for him was to focus on product validation, through which he helps startups find a position in the market, and “deep coaching” conversation techniques, which help entrepreneurs on their way to success.