A business breakfast titled “Business Growth in Times of Uncertainty” took place in Odesa, bringing together entrepreneurs, executives, and experts who continue to operate and grow their businesses amid war, turbulence, and constant change.
The event became a platform for an open and honest discussion about the real challenges Ukrainian businesses face today, as well as about practical solutions that make it possible not only to remain resilient but also to achieve growth — even in frontline regions. During the meeting, Kateryna Hryb, Deputy Executive Director of the Ukrainian Entrepreneurs Union (SUP), gave an in-depth overview of the Union, its values, opportunities for members, and the formats of cooperation within the key areas of the business association’s activities.
Uncertainty as the New Normal
The meeting opened with a discussion on the psychology and strategy of survival. Masi Nayyem, lawyer and founder of the legal firm Miller, emphasized that today uncertainty is not chaos, but a constant need for adaptation. Drawing on his frontline experience, he drew parallels between leadership in combat and in business:
- Speed over control: Excessive control slows systems down. Old management models no longer work — a business owner must be an architect of the system, not a “hero” making all decisions alone.
- The cost of decisions: At the front, the cost of a mistake is life; in business, it is time, resources, and people. But the logic is the same: delayed decisions equal losses.
- Maturity: In crises, the strong survive; in uncertainty, only the mature grow — those who focus on action without waiting for everything to “end soon.”
Farming 5 Kilometers from the Front Line: The Case of Serhii Sorokunskyi
A particularly emotional and practical response was sparked by the speech of Serhii Sorokunskyi, founder of Sapphire-Agro. Operating just a few kilometers from the front line, the company not only preserved 3,500 hectares of farmland but was also recognized by Forbes as one of Ukraine’s most promising businesses.
Key takeaways from Sapphire-Agro:
- The legal framework as a shield: Under pressure from state authorities, the only sustainable path is official communication and courts, rather than informal arrangements.
- Operational adaptability: Equipment is decentralized, the team is multifunctional, and processes are constantly adjusted in real time.
- Visibility equals trust: Serhii demonstrated that TikTok can be a powerful business tool. A project about the “Grey Ukrainian Cow” gained over 1.8 million views, leading not only to brand recognition but also to partnership requests and national media attention.
- Social responsibility: The “Kherson Santa” project, implemented in just two weeks, raised funds and delivered gifts to children, uniting people around a shared goal.
What Should Businesses Do Now?
Based on the discussion, the speakers outlined a practical roadmap for entrepreneurs:
- Build systems: Teams should be able to set tasks independently, while owners define direction and strategy.
- Mental health is an asset: A culture of care for oneself and one’s team is not a weakness, but a foundation of resilience.
- Invest in visibility: Reputation and public presence build trust, which translates into new contacts and partnerships.
“We stay. We work. We move forward.”
These words from Serhii Sorokunskyi became the key message of the meeting.
The Ukrainian Entrepreneurs Union (SUP) continues to support businesses across regions, creating spaces for experience-sharing that help preserve not only companies, but also faith in Ukraine’s future.