Gero, you live in Switzerland but are actively engaged in business activities in Ukraine.
What inspired you personally to invest your time and energy in the Ukrainian market?
There are several reasons, with one of them being my personal connection to Ukraine. From a
professional perspective, Ukraine has been an absolute hotspot for several years now in
nearshoring, particularly in IT, marketing, and personal assistance. Even before I founded the
agency Lean & Sharp, I had already collaborated with several IT professionals from Lviv,
whom I also met personally there. It was during those visits that the idea of founding a
company in Ukraine first took shape.

How do you assess the current business climate in Ukraine from a European entrepreneur’s
perspective?
Obviously, the war remains a defining factor shaping Ukraine’s business climate. The
business models here are highly adaptable, demonstrating remarkable resilience and
flexibility despite ongoing challenges. In Europe, especially in Switzerland, business
environments are generally more transparent and structured. In Ukraine, this transparency is
still developing. When I founded my Ukrainian company in 2021, even with contacts in
registration offices, tax authorities, and legal support, navigating the bureaucratic processes
and finding sensible practical approaches were challenging.
What is inspiring from a Western European viewpoint is how business is conducted in
Ukraine under tremendous external pressures such as war, frequent power outages, and
unstable internet. Scaling a business in such an environment is complex, yet Ukrainian
entrepreneurs consistently show impressive agility and determination.
That said, certain areas need improvement. Depending on the region, old-fashioned business
habits, such as punctuality and timely task delivery, can fall short of Western European
standards. These cultural and operational differences can pose challenges but also
opportunities for knowledge exchange.
Beyond these day-to-day challenges, recent studies reinforce that Ukraine’s business
environment is unique:
● It features low competition due to migration and market disruptions, creating
opportunities for new entrants with minimal investment.
● Regulatory flexibility and deregulation efforts allow relatively fast business
registration and access to governmental support programs and grants, which are less
common in Europe.

● Businesses born in crisis develop strong foundations in adaptability and
resourcefulness, often focusing on product quality and team cohesion amid
uncertainty.
● There is significant international support fueling economic recovery with growing
domestic demand, especially in sectors like agribusiness, IT, logistics, and green
energy.
● Ongoing reforms aimed at aligning with the EU standards improve predictability and
open new export and cooperation opportunities.
● Challenges remain, including high risks from personnel shortages, territorial
instability, and economic volatility.
Through the lens of a European entrepreneur, doing business in Ukraine requires an adaptive
mindset embracing risk, cultural nuances, and flexible business models. However, it also
presents access to dynamic markets and scarce opportunities for growth not always available
in mature European economies.

In your opinion, what distinguishes Ukrainian marketing from the European approach?
Are there differences in mindset, communication styles, or brand perception?
The most important distinguishing factor between Ukrainian marketing and the European
approach is financial resources. Most Ukrainian companies lack the budget for sophisticated
infrastructure setups or large advertising spends. This is especially true in e-commerce, where
many businesses do not have professional online shops. Instead, sales often occur directly via
social media platforms like Instagram and Facebook, as well as messaging apps such as
Viber, including the use of Viber bots for customer interaction and sales automation. This
pragmatic approach allows companies to engage customers cost-effectively and adapt quickly
to market demands, which contrasts with Europe’s broader adoption of full-scale e-commerce
platforms and infrastructure.
In Ukraine, social media channels like Instagram are actively used not only for content
sharing but also for direct communication and engagement. Messaging apps like Viber play a
significant business role, serving as an essential communication and sales channel. In
contrast, in Switzerland and much of Europe, Instagram tends to serve more as a platform for
passive visual content consumption, while LinkedIn remains the dominant channel for B2B
communication and professional networking. LinkedIn in Ukraine has grown in importance
only recently, particularly after the war prompted an outflow of professionals, increasing
awareness of the platform.
The Ukrainian market also exhibits a highly adaptive mindset, focusing on deep engagement
and personalization with existing audiences rather than solely pursuing scaling and
acquisition. Loyalty programs, app-based customer retention, and mobile-first strategies are
central to marketing success in the environment where the consumer base is shrinking but
customers shop more frequently, albeit in smaller amounts. Price sensitivity is more
pronounced in Ukraine as well, with many consumers prioritizing affordability over brand

prestige, although younger generations are gradually more willing to invest in premium
brands.
Communication styles in Ukraine tend to be more direct and community-oriented, facilitated

by interactive social commerce, chatbots, and influencer marketing, which favor local micro-
and nano-influencers known for authenticity rather than glamour. This builds greater trust and

closer connections between brands and consumers in a challenging market environment.
European marketing often benefits from a more stable economic context, enabling a stronger
focus on innovation, brand image, and broader digital ecosystems.
In summary, Ukrainian marketing is characterized by
● a necessity-driven, cost-efficient use of social media and messaging platforms,
integrated directly into business processes,
● a more interactive and engaged communication style with active customer dialogue,
● a mindset focused on customer retention and personalization amid economic
constraints,
● a price-conscious consumer base adapting to ongoing war and economic challenges,
● and a growing but still secondary role of platforms like LinkedIn compared to Europe.
These factors combine to differentiate Ukrainian marketing culturally and operationally from
the European approach, where infrastructure, budgets, and market maturity generally support
more expansive and brand-centric marketing strategies.
This nuanced combination of economic realities, communication preferences, and market
adaptations forms the core distinction between marketing in Ukraine and Europe in 2025.

Which marketing principles do you consider universal and which ones need adaptation for
Ukraine?

Universal marketing principles that hold true globally include building trust, personalization,
authenticity, omnichannel engagement, sustainability, and ethical data use. These
fundamental principles help brands create meaningful connections with their audience
irrespective of the market.
However, some principles need adaptation for Ukraine’s specific context:
● Budget-conscious efficiency: Unlike many European markets with larger budgets for
infrastructure and ads, Ukrainian marketers often use cost-effective, direct sales
channels like social media (Instagram, Facebook) and messaging apps (Viber, Viber
bots). Adapting marketing strategies to favor lower-cost, high-engagement platforms
is critical.
● Interactive communication: In Ukraine, social media and messaging platforms are
used very actively for two-way communication and direct customer service. This

contrasts with the more passive content consumption typical in parts of Europe.
Marketing must embrace a conversational, community-driven style.
● Price sensitivity and trust-building: Ukrainian consumers tend to be more
price-conscious due to economic challenges, so marketing that emphasizes value,
discounts, and trustworthy, transparent communication performs better than purely
brand-driven or prestige-focused approaches common in Europe.
● Mobile-first and flexible platforms: Given the reliance on mobile devices and chat
apps in Ukraine, marketing strategies should prioritize mobile optimization and
leverage bot automation and app-based loyalty programs to deepen engagement.
● Lower reliance on formal channels: Platforms like LinkedIn, dominant for B2B in
Europe, remain less used in Ukraine, so B2B marketing may need more grassroots
and relationship-based tactics rather than purely platform-driven campaigns.
To summarize, universal principles of trust, personalization, authenticity, and data ethics
remain paramount globally. For Ukraine, those must be implemented with adaptations that
reflect economic constraints, platform preferences (more messaging and social commerce),
and a culture of active interaction and price sensitivity. This tailored approach unlocks the
greatest potential for marketing success in the Ukrainian market while respecting core global
marketing truths.

Many companies have rethought their communications strategies since 2022.
In your view, how has the role of marketing evolved in crisis and post-crisis economies?
Since 2022, the role of marketing in crisis and post-crisis economies like Ukraine has evolved
dramatically and become more strategic, purposeful, and responsive to rapidly changing
conditions.
Marketing has shifted from purely promoting products to serving as a key channel for
maintaining trust, social responsibility, and brand authenticity in times of uncertainty. Brands
and agencies have had to rethink communication strategies to address the realities of war,
economic instability, and supply chain disruptions. This includes pausing or altering
campaigns that may appear tone-deaf or insensitive and focusing instead on supporting
communities and aligning with shared values.
In Ukraine, this has meant an increased emphasis on transparent, honest, and empathetic
messaging that connects with consumers facing hardship. Marketing initiatives often
highlight brands’ genuine contributions to social causes, humanitarian efforts, and national
resilience. For example, campaigns supporting healthcare facilities or local producers build
trust and reinforce brand relevance beyond transactions.
Digital and social media marketing have gained even more importance as physical retail and
traditional marketing channels face challenges. Short-form video content, influencer
marketing (especially via local micro- and nano-influencers), and social commerce have
enabled adaptive, cost-efficient, and highly engaging brand experiences. This tactical shift is

not only about sales but also about community building and two-way communication, a vital
aspect during prolonged crises.
Globally, crisis economies have seen brands leverage marketing to demonstrate their values
and purpose rather than just their products. Consumer expectations now include ethical
responsibility and active social engagement. Marketing has become a tool for reputation
management, crisis communication, and longer-term brand loyalty cultivation rather than
immediate transactional gains.
Post-crisis marketing evolves to focus on rebuilding confidence, stimulating demand, and
supporting recovery while maintaining the lessons learned about agility, local relevance, and
sensitivity. Brands that embed social responsibility authentically and stay flexible in channels
and messaging tend to recover faster and gain competitive advantage.
In summary, since 2022, marketing has evolved from a sales-driven function to a strategic
pillar supporting trust, social good, and adaptive engagement in crisis and post-crisis
economies like Ukraine. This evolution also offers lessons for other markets facing volatility
or disruption and emphasizes empathy, authenticity, and community connection as central to
successful marketing

Many brands today incorporate ESG and sustainability into their messaging, but
distinguishing genuine sustainability from “greenwashing” can be challenging.
To be honest, my perspective may not be popular with everyone. Fundamentally, I consider it
greenwashing when companies target ideologically driven NGOs or associations who rarely
question underlying assumptions. In our regions, the political agenda emphasizes CO2
reduction and surface-level sustainability. For instance, startup funding programs
overwhelmingly favor “green” business models. The focus on CO2 is particularly sensitive
since it plays a role in climate change, but it is certainly not the only factor. As my professor
often said, CO2 prominence results from its measurability, political leverage, and
marketability.
The issue with CO2 certificates illustrates this well. While reducing CO2 makes sense,
certificates mainly increase costs for end consumers without generating meaningful climate
benefits. Research has found that a large majority of CO2 offset projects, especially forest
protection ones, overstate their impact due to flawed baselines or assumptions. This often
means that companies using certificates to claim “climate neutrality” may not be making a
real difference, potentially misleading consumers and regulators.
Broadly speaking, much of today’s sustainability messaging amounts to greenwashing. It is
often a desperate attempt to appeal to Generation Z, for whom a company’s “purpose” is
increasingly important, sometimes more than the product or service itself. At the same time,
this trend is politically promoted, with many startup funding schemes designed to reward
“green” or social projects.

To question what impact this really has: does hosting a website on a solar-powered server
make a global difference to climate change or ecosystems? Probably not. While it’s a positive
step, the broader systemic challenges remain unaddressed.
In summary, the sustainability conversation often blends genuine attempts with political and
market-driven pressures that favor appearances over substantive change. Recognizing this
helps us critically evaluate initiatives and seek more transparent, impactful solutions.

You often speak about trust as the key currency in business.
How can companies build and maintain trust in such a rapidly changing environment?
Building and maintaining trust in today’s rapidly changing environment requires companies
to focus on universal business best practices while adapting to new demands for purpose and
transparency. Fast-moving marketing channels serve as vehicles to amplify trust, but trust
itself is rooted in consistent behavior over time.
Key fundamentals remain as true as ever: show up reliably, take responsibility, avoid
overpromising, and deliver on commitments. Transparency about actions, challenges, and
decisions fosters credibility and deepens stakeholder confidence. In today’s world, companies
also need to combine these principles with a clear sense of purpose why the business exists
beyond profits and demonstrate that purpose authentically in everything they do.
Purpose acts as a compass, transforming values from slogans into lived principles that guide
decisions and inspire behaviors. Leadership commitment to purpose, visible through
transparency and accountability, encourages trust to grow naturally. Continuous measurement
and refinement of trust-building efforts ensure alignment with evolving stakeholder
expectations, helping companies stand out in competitive and turbulent markets.
In summary, trust is earned by combining timeless business ethics: responsibility, reliability,
transparency – with purposeful engagement that shows stakeholders the company is making a
positive impact. This integrated approach makes trust not just achievable but sustainable
amid rapid change.

What are the most common mistakes companies make when trying to enter international
markets, particularly from Eastern Europe?

One of the most common mistakes companies from Eastern Europe make when entering
international markets, especially in countries like Switzerland, is underestimating the
importance of language and cultural nuances. In the German-speaking part of Switzerland,
many companies operate primarily in German or even Swiss German dialect. When I worked
in sales, I noticed that even using Hochdeutsch (standard German) sometimes created barriers
to building trust as local preferences for language can be very specific and tied to deeper

cultural expectations. Failing to respect or accommodate such preferences can limit
relationship-building right from the start.
Another major challenge is navigating highly regulated environments. Switzerland and much
of Europe have complex regulations covering product standards, safety, and compliance,
which can slow down business processes if not carefully addressed. For example, I personally
had the idea to import wood pellets from Ukraine. In doing so, I learned that only two
specific quality certifications are recognized in Switzerland for wood pellets:
● The ENplus® A1 Certification, which guarantees the highest quality for residential
heating pellets, ensuring compliance with international standards and supply chain
transparency.
● The DINplus Certification, which also confirms strict quality controls, including low
dust and high mechanical strength.
If pellets lack these certifications, heating systems may lose their warranty coverage in case
of damage, a critical issue that directly affects consumers and market acceptance. This
example clearly shows how vital it is to fully understand local product standards and
certification requirements to avoid costly mistakes and gain customer trust.
Beyond regulations, companies often err by applying a one-size-fits-all approach,
insufficiently localizing their products, marketing, and customer service to the diverse
European marketplace. Thorough market research and adaptation to local cultural and
economic conditions greatly improve chances of success.
In summary, key mistakes for Eastern European companies entering international markets
include:
● Underestimating language and cultural specificity,
● Overlooking complex regulatory requirements and detailed product certifications,
● Skipping localization efforts for marketing and customer engagement,
● Not adapting business models to local market realities.
Addressing these issues proactively with local expertise and cultural sensitivity significantly
increases the likelihood of successful international expansion, especially into highly regulated
and linguistically diverse markets like Switzerland and broader Europe.
This pragmatic and precise understanding of local market expectations and regulatory
frameworks is essential for building trust, avoiding costly mistakes, and achieving sustainable
growth abroad.

What opportunities do you see today for German and Swiss companies in Ukraine?
And conversely, what can Ukrainian businesses offer to Europe?
Ukraine and Western Europe each have distinct strengths that create complementary
opportunities for collaboration and investment. Presently, substantial financial resources are

being mobilized through various international mechanisms to support Ukraine’s
reconstruction after the war. Once the conflict ends, this will unlock significant prospects for
foreign companies, particularly in sectors such as reconstruction, real estate, energy
infrastructure, and sustainable development. According to recent forecasts, Ukraine’s
rebuilding needs could exceed half a trillion euros over the next decade, with significant
participation expected from European private investors and public funds.
On the other side, Western Europe, Germany and Switzerland including, face complex
challenges related to military modernization and defense industry innovation. The war in
Ukraine has exposed limitations in some NATO doctrine-guided weapons systems. Ukrainian
defense manufacturers demonstrate agility in producing fast, cost-efficient, and battle-tested
systems. This expertise, combined with Ukraine’s experience in a real combat environment,
can effectively complement and support Western European defense capabilities, providing
practical solutions to modern warfare requirements.
Additionally, ongoing reform efforts in Ukraine aimed at harmonizing standards with those of
the EU create favorable conditions for technological cooperation, joint ventures, and supply
chain integration. Swiss and German companies stand to benefit from early-entry positions in
emerging markets for clean energy, smart infrastructure, and digital transformation aligned
with Ukraine’s strategic priorities.
In summary, opportunities for German and Swiss companies in Ukraine lie primarily in
reconstruction projects, energy sector modernization, infrastructure development, and defense
collaboration. Meanwhile, Ukrainian businesses offer Europe innovative, battle-hardened
defense solutions and rapidly evolving tech capabilities, driven by resilience and adaptability
honed during the conflict.
This mutual exchange of strengths fosters a relationship where both can leverage respective
advantages to achieve economic growth, security, and technological progress

How relevant is storytelling today when audiences seem to be growing tired of “stories”?
Storytelling remains highly relevant today, even as traditional brand-focused stories are
evolving to meet changing audience expectations. The core shift is from corporate and
product-centered narratives to authentic, personal branding and purpose-driven content. The
phenomenal success of companies like Tesla illustrates this well, where much of the brand’s
appeal stems from the personal brand of Elon Musk as a visionary founder.
Content itself has changed significantly. Whereas earlier marketing often highlighted product
features or company achievements, current storytelling emphasizes the “why” behind
business creation, core values, purpose, and behind-the-scenes insights. On platforms like
LinkedIn, posts that share why founders started their companies or what motivates them
internally perform exceptionally well, creating emotional resonance and connection with
audiences.

A well-crafted story today is less about selling and more about creating meaningful,
values-driven engagement. Authentic stories that focus on real people, real challenges, and
transparent motivations help brands stand out in a saturated content landscape. Interactive
and visual storytelling formats like short videos, reels, and podcasts further enhance this
engagement by making stories more immersive and shareable.
In summary, storytelling is far from obsolete. It has transformed from traditional
brand-centric narratives to a powerful tool for personal branding, purpose communication,
and building deeper audience relationships in an increasingly noisy digital world. This
evolution helps brands create lasting impact and meaningful loyalty by connecting on a
human level.

You work at the intersection of business, sustainability, and strategy.
What personally inspires you in your work right now?

AI and AI-driven automation inspire me personally right now. The internet revolution is
comparable to the Industrial Revolution. We are currently at the point where the “digital”
factory halls are being equipped with assembly lines and robots to automate standard
processes. This evolution brings both risks and vast opportunities. We are living in a very
exciting time.
Today, intelligent AI agents can autonomously plan, act, learn from their actions, and
optimize their workflows, shifting automation from reactive support to proactive
collaboration. This trend is transforming key business processes, such as customer service,
data analysis, human resources, and production, creating significant efficiency and
competitive advantages. Companies that strategically integrate AI will secure and expand
their global competitiveness in the years ahead.

If you had to formulate one rule for the marketers of the future, what would it be?

Be water my friend (Bruce Lee).

🌿Final Questions: Looking Forward with Optimism

Ukraine is increasingly becoming part of a new European business culture. In your
opinion, how can this process become mutual: what can Europe learn from Ukraine?
Ukraine is increasingly becoming part of a new European business culture, driven by its
significant technical strengths and digital maturity. The country has made exceptional
progress in digital transformation, consistently climbing the United Nations E-Government

Development Index from 69th place in 2020 to 30th place in 2024 among 193 nations. This
reflects widespread adoption of advanced digital public services, such as swift business
registration through the Diia-platform, comprehensive e-procurement systems like Prozorro,
and robust cloud and cybersecurity infrastructure despite the ongoing war. Ukraine’s highly
digitalized economy is underpinned by years of strategic investment, enabling government
and businesses alike to operate efficiently even under crisis conditions.
From Europe, Ukraine receives important regulatory frameworks and institutional support,
particularly from countries like Germany and Estonia, which help to shape Ukraine’s
alignment with EU standards in digital services, data protection, and cybersecurity. This
exchange fosters mutual growth: Ukraine exports technological know-how and agile IT
outsourcing expertise, while Europe shares regulatory experience and governance models.
Europe can learn from Ukraine’s rapid digital adoption, resilience, and pragmatic use of
technology to maintain state functionality and business operations during conflict. The
Ukrainian model shows how technology can strengthen democratic institutions, promote
transparency, and drive innovation even in adversity.
In short, this mutual process of integration benefits Europe by adding a dynamic, innovative
partner with proven crisis management capabilities, while Ukraine gains through harmonized
regulations, increased market access, and investment flows. The combination of Ukraine’s
digital agility and Europe’s regulatory and financial strength holds great promise for a shared
future within a modern European business ecosystem.

And finally, if you could describe the marketing of the future in one word, what would it
be?
Agentic.