On his way to selling a product, an entrepreneur must go through different stages or critical points in the production process which hides numerous expenses. To some of those expenses a typical Croatian entrepreneur does not pay much attention or he is not even aware of them. Is it a good thing to be a typical Croatian entrepreneur? Unfortunately, it seems that they end up with unprofitability, illiquidity and many other obstacles. Being „atypical“ and stand out from the crowd is more important now than ever.