Business Development in Times of War – a Personal Story
Working Amidst Uncertainty
In the first weeks after the invasion, it quickly became clear that our priorities had to shift. The uncertainty was immense: would clients still trust us? Would they work with a company based in a war zone? That doubt pushed us to the limit. My team and I often worked 10 to 12 hours a day to prove that we were reliable despite the circumstances. From bomb shelters and makeshift workspaces, we remained operational, determined to provide our clients with the service they had come to expect from us.
Changing Our Business Development Strategy
Before the war, Ukraine’s IT sector was thriving. We received many inbound requests via LinkedIn and our website. But by late 2021, geopolitical tensions were already slowing the market. When the war broke out, passive waiting was no longer an option. We had to take control ourselves.
We switched to a proactive outreach strategy, actively engaging with clients and building networks through conferences and personal meetings. Face-to-face encounters proved to be crucial: clients wanted to see and hear that we were still operational and that working with us did not pose a risk.
Opportunities in Times of Crisis
Unexpectedly, the war also presented a paradoxical opportunity. About 90% of our new clients during this period had some affinity with Ukraine – they saw working with us not just as a business decision but also as an act of support. Our technical expertise and resilience were recognized and valued.
One example that stands out is an American client who had hesitated for nearly a year about working with us. In March 2022, in the midst of the war, they finally took the step and signed the contract. The trust we had built paid off.
Cultural Differences in Business Development
In crisis situations, cultural differences become more pronounced. In Europe, particularly in Scandinavia, trust-building is a slow process, but once established, it leads to long-term relationships. Americans, on the other hand, make quicker decisions and are willing to take risks – but if results disappoint, they can disengage just as quickly.
This insight helped us adapt our approach to different markets. We learned to be patient with European clients and to conduct fast, convincing conversations with American partners.
The Power of Conferences
Despite the risks, I continued attending conferences, including the Nordic Business Forum. Being present in person gave us a unique opportunity to build trust and dispel skepticism about doing business with a Ukrainian company. Not everyone was immediately ready to collaborate, but the conversations held there laid the foundation for future deals.
What Does Courage in Leadership Mean?
Courageous leaders dare to admit they don’t have all the answers. They acknowledge uncertainty but continue seeking solutions together with their teams. I remember a client who expanded their business in the early months of the war. Their confidence and strategic risks inspired us immensely.
Leadership is not about infallibility; it is about honesty, resilience, and trust in your team.
My Message to Business Development Professionals
Every crisis is an opportunity. It forces you to think differently, become stronger, and build deeper connections with clients. Business is not a transaction – it is a relationship. People work with people, not just with companies.
The concept of anti-fragility is particularly relevant here. Just as a tree grows stronger after pruning, businesses can grow by overcoming setbacks. The war has not only tested us but also shaped us into a more resilient, innovative company.
What the future holds, no one knows. But what I do know is that we will keep moving forward. Not despite the crisis, but because of the lessons we have learned from it.
Euristiq
Euristiq is an innovative software development company based in Lviv, Ukraine, specializing in digital transformation and custom software solutions for businesses with global impact. As an AWS partner and ISO 27001-certified provider, Euristiq has been helping clients since 2016 to digitize operations, modernize technology, and transform business processes, delivering high-quality technical solutions for complex challenges across various industries.
