Why Strategic Thinking Is Not a Luxury, but a Condition for Survival
Author: Olha Yoltukhovska
Mentor at international business community Board, founder of BigMama Business Solutions,
strategic consultant at Diia.Business
🥇 Recognized in the Ukrainian Book of Records as the #1 Business Strategist of 2025
📊 45 strategy sessions → +UAH 1.125 billion in company revenue growth, over UAH 400
million in taxes, and 136 new jobs created.
📍 Introduction
45 strategic sessions. Dozens of companies. Billions in revenue. One approach — systematic
strategy.
In wartime, business development may seem contradictory. But my work with companies across
Ukraine over the last five months shows the opposite. Entrepreneurs who plan, adapt, and think
strategically not only survive — they scale, create jobs, and rewrite the rules of the game.
🧨 Myth 1: Survival first. Growth later.
✔ Truth: Growth is not a luxury — it’s a response to risk.
Entrepreneurs who embrace uncertainty as part of the game don’t wait for “better times” — they
act. They:
Restructure supply chains,
Enter new markets,
Launch educational initiatives,
Adapt and evolve their products.
📌 Case: HERZ Ukraine (B2B / B2G / manufacturing)
HERZ is an Austrian company with over 120 years of history, producing energy-efficient
solutions for heating, ventilation, and air conditioning (HVAC).
After their strategy session, they:
Entered the public procurement market (B2G),
Launched HERZ Academy (reskilling installers),
Built H2H partnerships,
Signed a memorandum with SwissContact,
Exceeded targets by 20% and expanded their team by 10%.
Myth 2: There’s no one left to work — everyone has fled.”
✔ Truth: The problem isn’t people, it’s systems.
Companies that invest in their teams win, even during a labor crisis. This includes:
Leadership programs,
Regular 1:1 meetings,
Cultures of trust and ownership.
📌 Case: Ukrainian franchise network “Family Bakery”
Prepared in advance for blackouts — all bakeries equipped with generators,
Built an HR system with surveys, onboarding, and training,
Staff coverage: 90% — in wartime conditions.
📊 Myth 3: Planning doesn’t work in chaos.
✔ Truth: Planning is most vital when chaos is high.
📌 Case: Luminal (B2B / lighting)
Strategic diagnostic session conducted,
Three development scenarios created (conservative / realistic / breakthrough),
New offerings developed for education and healthcare sectors,
Launched a turnkey product matrix for the reconstruction market.
🌍 Myth 4: We can’t compete abroad.
✔ Truth: With a strategy, brand, and team — you absolutely can.
📌 Case: Kids of Ukraine
This social initiative prepares youth for 2030 and beyond, operating at the intersection of:
Education,
Mental recovery,
Social entrepreneurship.
📌 Other examples:
● Million Flowers — 15 shops in 6 regions (2025), grew through strategic sessions.
● TwinSann — exporting furniture to the US and EU, preparing for Gulf markets.
● Valentina Lingerie — Made-in-Ukraine lingerie on global marketplaces.
● Persona Education — online platform for national exams that continued uninterrupted
during the war.
💸 Myth 5: You can’t start anything without money.
✔ Truth: Capital isn’t just money — it’s your model, trust, and partnerships.
📌 Case: Veteran businesses via Diia.Business Small investments + the right mentorship = sustainable models. Cafés, studios, and workshops break even in under 6 months.
📌 Franchising: I’ve consulted brands that doubled in size from 2023 to 2025 without external investment.
🤝 Public-Private Partnerships as a Strategic Axis
I don’t only work with private businesses — I also collaborate with infrastructure-level
stakeholders.
We’ve signed a partnership agreement with the Ministry of Digital Transformation and the Diia. Business network — building a strategic ecosystem for Ukraine’s future.
🔗 Conclusion:
Business during war is not about “just surviving.”
It’s about thinking, acting, creating.
Don’t wait for better times — create them.
Ukraine’s strength lies not only in the Armed Forces, but in businesses that refuse to give up.
Follow her Journey on instagram @yoltukhovska
