How a Croatian vagabond became the world’s first influencer - before Instagram, before marketing, before the internet
Long before the rise of social media, long before hashtags, product placements, or follower counts, there was a man who understood the essence of influence. Not with filters or algorithms - but with charisma, commitment, and a boundless sense of purpose. That man was Josip Franjo Mikulec, better known as Joža iz Zagorja.
For 28 years, Joža walked the world - on foot - armed with little more than a traditional Croatian outfit, an indomitable will, and a thick autograph book. His goal? To gather signatures from the most famous and powerful people of his time, from world leaders to Hollywood stars.
What he achieved was more than a personal odyssey. Joža built a brand. He cultivated trust. And he leveraged visibility to tell a compelling story that travelled farther than he ever did. In doing so, he laid the psychological foundations of what we now call influencer marketing.
A Life on Foot, A Mission in Ink
Born in the small town of Zagorje in present-day Croatia, Joža began his global walking tour in the early 20th century. What began as a personal challenge soon transformed into a cultural phenomenon. Over the course of nearly three decades, Joža visited more than 70 countries and gathered thousands of autographs from global notables, including:
- Mahatma Gandhi
- Charlie Chaplin
- Pope Pius XI
- Albert Einstein
- Josephine Baker
- Winston Churchill
These weren’t fleeting encounters. Joža often had to earn these meetings - through charm, media attention, or sheer determination. He travelled with a purpose, and the story of "a man from a small village walking the globe" captured imaginations and opened doors.
The Original Autograph Book: Social Proof Before Social Media
Today, social media influencers build credibility through follows, likes, and collaborations. Joža did the same - without the internet. His autograph book was a tangible feed of influence. It signalled that he was someone worth knowing, someone worth hosting, and ultimately - someone whose story mattered.
Each signature became a form of social proof:
✔️ "If Gandhi signed Joža’s book, he must be legit."
✔️ "If Churchill met with him, he’s worth my time."
✔️ "If Chaplin posed with him, I’ll hear him out."
He turned this book into a portable reputation engine, growing his reach city by city, continent by continent.
Storytelling as Influence: A Proto-Influencer in Action
Joža understood that influence isn’t just about who you know - it’s about how well you tell the story. In every town and capital, he wore traditional Croatian folk dress, sang songs, gave speeches, and told his tale. He wasn’t just collecting autographs - he was building a narrative.
This was influencer marketing in its earliest form:
- Niche Identity – He had a unique visual presence and personal brand.
- Consistency – He lived his mission for nearly three decades.
- Engagement – He interacted with thousands of people, often appearing in local media.
- Collaboration – Each signature became a collaborative endorsement.
He wasn’t selling products - but he was selling something: a vision of human connection, persistence, and cultural pride.
Why Joža Matters Today
In the era of AI influencers, sponsored content, and digital fatigue, Joža reminds us of something fundamental: influence is human. It starts with a story. It grows with trust. And it spreads when others believe in your mission.
Joža had no followers - just footprints. No sponsors - just signatures. No hashtags - just headlines. And yet, he built a name that travelled across borders and decades.
As influencer marketing matures and brands search for authentic voices, Joža’s life serves as both a blueprint and a challenge:
Can influence still be earned the old way - through sincerity, grit, and human connection?
The Legacy of Joža
Despite his extraordinary life, Joža remains largely unknown outside of Central Europe. His name deserves a place in the global conversation - not just as a folk hero, but as a visionary of personal branding, an architect of organic influence, and possibly the first true influencer in history.
In a world obsessed with reach and metrics, Joža reminds us that influence is not about the platform - it’s about the person.
Maybe it’s time we reopen the autograph book.
Inspired by real events. Dedicated to the original wanderer of influence.
