Artificial Intelligence and the Psychology of Success: Guest Lecture with Samo Božič

As part of the Business Growth Planning course taught by Assistant Professor Dr. Dario Berginc, students had the opportunity to attend a guest lecture by Dr. Samo Božič, co-founder of the startup C-Shell in NYC, who is currently researching applied neuroscience at BLCKB – the first neuromarketing startup in this part of the European Union.

Samo Božič, an expert who has also worked with NASA, took students on a journey through artificial intelligence, psychology, and the complexity of human thought.

How Do We Make Decisions?
Božič began the lecture with a simple challenge: students were asked to pick the most random number that isn’t a round number. Most people choose 37 or 73. But why? This exercise revealed patterns in how our subconscious works and how we make decisions. That’s why it’s so important to understand how our brain functions and how we can learn to think differently.

Success or Achievement – What Matters More?
Is success greater than achievement, or is achievement greater than success? Božič challenged students to reflect on what it truly means to be successful. Successful people don’t do the same things as unsuccessful ones – and the key to understanding this is knowledge.

But can knowledge truly be transferred? Božič made a provocative statement: “Knowledge isn’t taught – it must be claimed.” He emphasized that history is full of innovators who “stole” knowledge – or rather, claimed it – which is what drives progress.

Listening or Hearing?
We often think we’re listening, but in reality, we’re just hearing. The world we perceive isn’t objective reality, but a construct built from our experiences, knowledge, and beliefs. Božič encouraged students to think about how we can consciously build a better understanding of the world around us.

Samo Božič is not just a lecturer – he’s a remarkable thinker whose curiosity sparks new ways of looking at learning, knowledge, and success. His lecture was more than a collection of fascinating facts – it was a challenge to ask ourselves how we can better understand the world.