Boris Trupčević has advice for news media leaders feeling the pressure of the industry: Start walking.

The media industry veteran with nearly 30 years of experience as a journalist, editor-in-chief, CEO, and board member shared his personal journey of walking and pilgrimage during the recent INMA Media Subscriptions Summit in Amsterdam.

He offered valuable insights into his unique approach to creativity and leadership in the fast-paced media workplace, something he also outlined in his book, The Pilgrim Executive.

Leaving the pressure of journalism 

Trupčević said he has seen firsthand the pressures facing media executives as the industry undergoes significant transformations: constant restructuring, cost cutting, and a growing pressure to increase subscription growth.

“Journalism does matter, but too many people are not buying it,” he explained. “There are so many roles we are suggested to take on. On top of all the roles that we are already playing, on top of all the distractions ... we are overwhelmed, and we freeze. So we stick to those habits, or we run away from the drama just like many people run away from the news.” 

Faced with these mounting challenges, Trupčević chose to leave the news industry and seek a way to regain clarity outside the traditional demands of his career. 

Walking with purpose

Trupčević’s solution came in the form of walking, a practice that helped him step away from the intense demands of his professional life. Initially, walking was a simple escape, but it soon became a powerful tool for reflection and self-discovery.

“What I did was one simple thing. One day, I just started walking. I realised this simple and super cheap activity has so many benefits. It saved my soul, and it helped me do my work better.”

Trupčević’s walks eventually moved beyond a physical exercise to a transformative journey along the Camino de Santiago pilgrimage route. This allowed him to process his thoughts, reset his mind, and have a further positive impact on his professional skills.

Enhancing creativity and leadership 

Trupčević discovered that walking didn’t just offer a break; it was a space where fresh ideas could emerge and problem-solving became clearer and more creative. 

The physical act of walking has also become a creative space where new ideas flow and clarity emerges, he said:

“Walking promotes a state of flow, and when you enter what athletes call being in the zone, ideas just start popping out like popcorn. It’s commonly those ideas that you like to call ‘out of the box.’ Suddenly, you’re no longer on a dead-end street… . You should walk so far until no one knows your name because that’s where the magic happens.”

By integrating walking into leadership, Trupčević has also created a framework for leadership development.

“I created a leadership concept based on my experience, centered around just one requirement: Go out and walk. Become a pilgrim executive… . Walking will build up your self-awareness and the awareness of how you influence other people. I think that’s the best definition of leadership of all time.”

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