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Taking stock in Ukraine

It’s up to all of Kyiv’s allies to match its inspiring resilience

February 23, 2024

10 min read

February 23, 2024

10 min read

Photo by Marjan Blan on Unsplash.

I write this in Bucharest, less than 200 kilometres from Romania’s border with Ukraine. Ever since Russia launched its full-scale invasion of Ukraine on February 24, 2022, pieces of drones used in Russian attacks on Ukraine’s Danube ports have occasionally fallen on Romanian territory—most recently on February 12. (The following day, a Romanian general revealed to an astonished public that no legislative framework currently exists that would allow Romania to shoot down such drones). 

Russia’s war on Ukraine is therefore close, and yet in practice it feels millions of kilometres away. 

For Ukrainians fighting to defend their country from Russian aggression, and to free those parts of Ukraine occupied by Moscow’s troops, the war is real. On the military front, the conflict has evolved into a war of attrition, with both sides engaging in intense artillery duels and maneuver warfare.  

The introduction of Western-supplied weapons systems has bolstered Ukraine’s defensive capabilities, enabling it to counter Russian advances more effectively. However, the prospect of the war entering a prolonged period of stalemate looms large, with Russian forces entrenching themselves and Ukraine failing to make further gains. 

‘I need ammunition, not a ride’

On February 13, European Bank for Reconstruction and Development (EBRD) President Odile Renaud-Basso said that Western aid to Ukraine now exceeds the Marshall Plan, the US plan to rebuild Western Europe after World War II. 

The EU and US have been Ukraine’s biggest financial backers during the conflict, handing out 27.5 billion euros and 22.9 billion euros, respectively, between the launch of Russia’s full-scale invasion and the end of last year. 

The EU’s expected support for Ukraine of 18 billion euros for 2024 represents almost one-tenth of the country’s projected GDP of 186 euros. Further US support is currently being held up by stubborn Republicans in the House of Representatives. 

And yet both within Ukraine and outside of the country, there is a clear feeling that the current level of support is far below where it should be. Military assistance in particular has been drip fed, just enough for the country to survive but nowhere near enough to allow it to launch large-scale counteroffensives. The front-line has shifted little over the past 18 months. 

Desperately short of ammunition, in particular 155 mm artillery shells, Ukraine’s decision to retreat from the frontline city of Avdiivka last week appears justified militarily, but that has not stopped President Volodymyr Zelensky from highlighting Ukraine’s shortage of weapons and the increasingly critical nature of further delays to securing the 60 billion US dollars of aid currently being delayed by US legislators. 

According to Jack Watling, a senior research fellow for land warfare at the Royal United Services Institute, if the US does eventually approve funding for Ukraine it should be possible to get around 1.3 million rounds of ammunition to the country in 2024, which would allow Ukraine to hold the line.  

With European investment to expand production, significantly more can be provided in 2025, meeting a level that would enable Ukrainian offensive operations. But with Europe still expanding production capacity, Ukraine will face critical shortages in the next few months unless the US steps in. Another option is sourcing ammunition from outside the EU—Czech President Petr Pavel said on February 16 that the Czech Defence Ministry had identified 800,000 units of available ammunition that could be delivered to Ukraine within weeks.  

The ammunition would come from “various countries” which Pavel said had “conditioned their participation on the fact that we will not disclose specific information about them”. 

France, Cyprus and Greece currently oppose the EU-financed purchase of ammunition from outside the bloc—France to protect its own defence industry, Cyprus and Greece out of fear that some of the ammunition could be sourced from Turkey. 

The European Union’s top diplomat, Josep Borrell, appeared to suggest on February 19 that EU funds could be used to procure ammunition for Ukraine from outside the bloc if this source of supply is “better, cheaper, and quicker”, although he offered no details of when, or how much money would be committed to doing so. 

The cost of reconstruction

Beyond military aid, economic support and humanitarian assistance are crucial for sustaining Ukraine’s resilience. This encompasses direct financial aid, reconstruction funds, and support for refugees and internally displaced persons. Strengthening Ukraine’s cyber defenses and energy infrastructure is also vital, especially given Russia’s tactics of targeting civilian amenities. 

In 2024 alone, Ukrainian authorities estimate the country will need around around 15 billion US dollars for immediate reconstruction and recovery priorities at both the national and community level, with a particular focus on supporting and mobilising the private sector alongside restoration of housing, soft infrastructure and services, energy, and transport. 

A report from the World Bank on February 15 revealed that direct damage in Ukraine has now reached almost 152 billion US dollars, with housing, transport, commerce and industry, energy, and agriculture as the most affected sectors. 

Across the country, 10 per cent of the housing stock has been damaged or destroyed, prolonging displacement of Ukrainians from their communities. The destruction of the Kakhovka Dam and the hydropower plant in June 2023 has resulted in significant negative impacts on the environment and agriculture and exacerbated challenges already faced by people struggling to access housing, water, food, health services. 

An overperforming economy

Nevertheless, Ukraine’s economy has demonstrated remarkable resilience, overperforming expectations in several key areas—a testament to the strength and adaptability of the Ukrainian spirit and business sector.  

While challenges abound, there are noteworthy signs of economic stamina and potential for recovery, even under the current circumstances. 

Remarkably, certain sectors have shown not just resilience but growth, leveraging the crisis to innovate and adapt. The IT sector, for instance, has thrived, with Ukrainian tech companies and start-ups quickly adapting to remote work, securing international contracts, and contributing significantly to the country’s export revenues. This sector’s robust performance has been a silver lining, illustrating how necessity can fuel innovation. 

Furthermore, despite the severe disruptions in traditional agricultural areas, Ukrainian farmers and agribusinesses have adapted swiftly, redirecting their efforts to less conflict-affected regions and employing innovative agricultural practices to sustain production. This adaptability has ensured that despite disruptions to export routes (including the current blockage of the Poland-Ukraine border by Polish farmers), Ukraine remains a vital player in the global food supply chain. 

On the financial front, Ukraine’s central bank and government have implemented prudent fiscal and monetary policies to stabilise the economy. These measures have helped keep inflation in check and maintain currency stability, surprising many analysts who had anticipated worse outcomes. International financial aid has bolstered these efforts, but the economic management by Ukrainian authorities has been commendable. 

More than six million refugees remain outside Ukraine

People In Need (PIN), one of the largest NGOs in Central Europe, said in January that almost two years since the full-scale war broke out, ten million Ukrainians still cannot return to their homes. Almost four million remain internally displaced within Ukraine, and more than six million refugees remain abroad, in Europe and overseas. 

“The mass migration triggered by the Russian invasion is not just about fleeing Ukraine to the nearest safe country; it has become more complex,” PIN notes. “This complexity has become particularly evident in recent months as the movement of refugees from countries directly bordering Ukraine has expanded further west, mainly to Germany, but also as far as Canada, where there is a robust Ukrainian diaspora.  

“Many Ukrainians maintain contact with home through short-term moves back and forth, building on pre-existing patterns of seasonal labour migration. Millions of refugees have returned permanently to their homeland but rarely to the areas where they fled.” 

The United Nations High Commissioner for Refugees (UNHCR) meanwhile estimates that there are currently around six million Ukrainian refugees in Europe. 

The distribution of refugees has changed significantly over the past year. While in the spring of 2023, Poland was still the country with the highest number of forcibly displaced persons, Germany is now the leading destination. According to official statistics, about 1.1 million Ukrainian refugees currently reside in Germany. 

The refugee situation has changed dramatically in Poland as well. Of the more than 1.6 million refugees to whom Poland granted temporary protection, only about 960,000 remain there. 

The Trump factor

Should Donald Trump win November’s US presidential election, Ukraine potentially has less than a year before it faces relying almost entirely on European support or else be forced to seek a painful peace with Russia that would almost certainly mean the loss of considerable amounts of territory. 

The prospect of a Trump presidency raises significant concerns for Ukraine, given his previous tenure’s ambiguous stance towards Russia and its aggressive actions in Eastern Europe.  

Trump’s approach, often criticised for being overly conciliatory towards Vladimir Putin, could lead to a drastic shift in US foreign policy, potentially undermining the (broadly) bipartisan support Ukraine has enjoyed thus far. Such a development would not only embolden Russian ambitions in the region but also place Ukraine in a precarious position, having to recalibrate its strategy amidst dwindling American support.  

Trump’s comments on February 10 that he would encourage Russia to do “whatever the hell they want” to any NATO member country that doesn’t meet spending guidelines set the tone for any future presidency. Biden called Trump’s comments “appalling and dangerous”, suggesting his predecessor intended to give Putin “a green light for more war and violence”. 

NATO chief Jens Stoltenberg said that Trump’s comments “put American and European soldiers at increased risk”. When he later said that, “regardless of who wins the presidential election the US will remain a strong and committed NATO ally”, it may have been more out of wishful thinking. 

Unpalatable avenues for peace

The implications of this potential shift extend far beyond the military realm, however, affecting the economic and diplomatic support that has been crucial for Ukraine’s resilience.  

European allies, while supportive, may find their resources stretched increasingly thin, especially in the face of ongoing internal challenges such as economic recovery post-Covid-19 and energy security concerns. Without the United States’ robust backing, the collective Western stance against Russian aggression could weaken, leaving Ukraine with limited leverage. 

Kyiv might be compelled to explore unpalatable avenues for peace, possibly at the expense of territorial concessions to Russia. Worse, Trump might attempt to negotiate a deal with Putin directly, with no input from Ukraine or any other Western allies. “It’s the nightmare scenario,” says one Ukrainian defence official. 

Such a scenario would not only alter the dynamics of European security but also signify a significant setback in the international community’s efforts to uphold the principles of sovereignty and territorial integrity. The stakes of the upcoming US presidential election, therefore, cannot be overstated for Ukraine. In the meantime, it’s up to all of Kyiv’s allies to match its inspiring resilience.

Photo by Marjan Blan on Unsplash.

Craig Turp-Balazs

Craig Turp-Balazs

Craig Turp-Balazs is head of insight and analysis at Reinvantage.

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Case study: Global technology company

1. The Client

A global technology company operating across EMEA, with a regional HQ in Istanbul. The company manages 20+ markets, handling everything from brand campaigns to strategic partnerships.

Role we worked with: The EMEA Head of Marketing (supported by two regional managers).

2. The Challenge

Despite strong products and a respected global brand, the regional team was struggling with:

  • Misaligned strategy across markets → campaigns executed with inconsistent narratives.
  • Slowed growth → lead generation plateaued despite increasing spend.
  • Internal friction → marketing, sales, and product teams disagreed on KPIs and priorities.

Traditional fixes (more meetings, more reporting) only created more noise.

3. The Sprint

We ran a 10-day Remote Reinvention Sprint with the regional HQ team.

  • Day 1–3: Intake → Reviewed decks, campaign data, and plans.
  • Day 4: Sprint Session (90 mins) → Breakthroughs:
    • Sales and marketing had different definitions of “qualified lead.”
    • 40% of spend was going into low-potential markets.
    • The team assumed the problem was lack of budget, but it was actually lack of alignment.
  • Day 5–10: Synthesis → Insights distilled into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint uncovered that the issue wasn’t budget, but fragmentation.
Three sharp insights unlocked a way forward:

  1. Unified KPIs bridging marketing + sales.
  2. Market prioritisation → shifting budget to 5 high-potential markets.
  3. Simplified narrative → one EMEA core story, locally adaptable.
By just realigning resources and focus, the client could unlock an estimated £250,000 in efficiency gains within the next 12 months — far exceeding the Sprint’s value guarantee. The path to higher returns was already inside the business, hidden by misalignment.
5. From Sprint to Action (4 Pillars Applied)

With clarity secured, Reinvantage didn’t suggest “more projects.”

Instead, we used the Sprint findings to create laser-focused next steps — drawing only from the areas that would deliver the most impact:

  • Readiness → Alignment workshops for sales + marketing teams. New playbooks clarified “qualified lead” definitions and reduced internal disputes.
  • Foresight → A market-opportunity scan identified which 5 countries would deliver the highest ROI, removing the guesswork from allocation.
  • Growth → Guided the reallocation of €2M budget and designed a phased rollout strategy that protected risk while maximising return.
  • Positioning → Built a messaging framework balancing global consistency with local nuance, ensuring campaigns spoke with one clear voice.

Because the Sprint had stripped away noise, these actions weren’t generic consulting ideas — they were directly tied to the breakthroughs.

6. The Results
  • +28% increase in qualified leads across the region.
  • 30% faster campaign rollout due to streamlined approvals.
  • Budget efficiency gains → €2M redirected from low-return to high-potential markets.
  • Internal cohesion → marketing + sales now use a single shared dashboard.
The client came in believing they needed more budget.
The Sprint revealed that what they really needed was clarity and alignment.

With that clarity, the four pillars became not theory, but practical tools to deliver measurable impact.

The Sprint guaranteed at least £20,000 in value — but in this case, it helped unlock more than 10x that within six months.

Case study: Regional VC fund & accelerator

1. The Client

A regional venture capital fund and accelerator focused on early-stage tech start-ups in the Baltics and Central Europe.

The fund had raised a new round and was under pressure to deliver stronger returns while also building its reputation as the go-to platform for founders.

Role we worked with: Managing Partner, supported by the Head of Portfolio Development.

2. The Challenge

Despite a promising portfolio, results were uneven.

Key issues:

  • Scattered portfolio support → no consistent playbook for start-ups, every partner did things differently.
  • Weak differentiation → founders and co-investors saw the fund as “one of many” in the region.
  • Stretched team → too many small bets, not enough clarity on which companies to double down on.

The leadership team knew something was off, but disagreed on whether the issue was pipeline quality, market conditions, or internal capacity.

3. The Sprint

We ran a 10-day Remote Reinvention Sprint with the partners and portfolio team.

  • Day 1–3: Intake → Reviewed pitch decks, pipeline funnel data, and start-up performance reports.
  • Day 4: Sprint Session (90 mins) → Breakthroughs:
    • No shared definition of a “high-potential founder.”
    • Support resources were spread too thin across the portfolio.
    • The fund’s positioning was more reactive than proactive — it didn’t own a distinctive narrative in the market.
  • Day 5–10: Synthesis → Insights consolidated into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint revealed that the challenge wasn’t pipeline quality — it was lack of focus and positioning.

Three core insights provided the turning point:

  1. Portfolio Prioritisation Framework → defined clear criteria for where to double down.
  2. Founder Success Playbook → standardised support model for portfolio companies.
  3. Differentiated Narrative → repositioned the fund as “the accelerator of reinvention-ready founders.”
These shifts alone gave the fund a path to add an estimated £2M+ in portfolio value over the following 18 months, by concentrating capital and resources where they could move the needle most.
5. From Sprint to Action (4 Pillars Applied)

With clarity from the Sprint, Reinvantage created a tailored support plan:

  • Readiness → Coached partners on using the new prioritisation framework and trained the team on deploying the Founder Success Playbook.
  • Foresight → Ran scenario analysis on regional tech trends, helping the fund anticipate where capital would flow next.
  • Growth → Guided resource reallocation across the portfolio and supported new co-investor pitches for top-performing start-ups.
  • Positioning → Crafted a sharper brand story for the fund, positioning it as the reinvention partner for globally minded founders.
6. The Results
  • 10 portfolio companies onboarded to the new Playbook → greater consistency of support.
  • Raised follow-on capital for 3 top start-ups with the new prioritisation framework.
  • +26% increase in inbound deal flow from founders citing the fund’s new positioning.
  • Stronger internal cohesion → partners aligned on where to focus resources.
The client thought the problem was pipeline quality.
The Sprint showed it was actually lack of clarity and focus inside the firm.

By applying the four pillars, Reinvantage helped turn scattered effort into concentrated value creation.

The Sprint guaranteed at least £20,000 in value; here it set the stage for multi-million-pound upside in portfolio growth.

Case study: International impact Organisation

1. The Client

A large international impact organisation focused on entrepreneurship and economic empowerment.
The organisation runs multi-country programmes across Eastern Europe and Central Asia, often in partnership with global donors and corporate sponsors.

Role we worked with: Senior Programme Director, responsible for regional coordination.

2. The Challenge

The organisation had launched a flagship regional initiative supporting women entrepreneurs, but the programme was underperforming.

Key issues:

  • Fragmented delivery → each country office interpreted the programme differently.
  • Donor frustration → reporting lacked consistency and clear impact metrics.
  • Lost momentum → staff energy was spent on administration rather than scaling success stories.

Traditional programme reviews had produced long reports, but no real alignment or action.

3. The Sprint

We ran a 10-day Remote Reinvention Sprint with the regional leadership team and representatives from two country offices.

  • Day 1–3: Intake → Reviewed donor reports, programme KPIs, and field feedback.
  • Day 4: Sprint Session (90 mins) → Breakthroughs:
    • Donors cared about quantifiable outcomes, but reporting focused on stories.
    • Staff were duplicating efforts across countries, wasting time and resources.
    • The initiative lacked a clear theory of change — everyone described its purpose differently.
  • Day 5–10: Synthesis → Insights distilled into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint revealed that the issue wasn’t donor pressure or programme design — it was a lack of shared framework and alignment.

Three critical insights reshaped the path forward:

  1. One Unified Theory of Change → agreed narrative for why the programme exists.
  2. Core Impact Metrics → clear, comparable KPIs across all countries.
  3. Smart Resource Sharing → digital hub to stop duplication and accelerate knowledge flow.
By eliminating duplicated reporting and clarifying what success looks like, the client saw they could save the equivalent of £100,000 in staff time annually — while also unlocking stronger donor confidence and follow-on funding opportunities.
5. From Sprint to Action (4 Pillars Applied)

Armed with Sprint clarity, Reinvantage proposed a laser-focused support plan:

  • Readiness → Trained programme leads on using the new metrics and integrated them into existing workflows.
  • Foresight → Analysed donor trends and expectations, aligning the initiative with the next funding cycle.
  • Growth → Developed a funding case based on the new unified theory of change, securing higher renewal chances.
  • Positioning → Crafted a regional success narrative and storytelling toolkit, helping them showcase results consistently across markets.
6. The Results
  • 30% less time spent on reporting → freed capacity for programme delivery.
  • Donor satisfaction improved → positive feedback on the clarity of impact evidence.
  • Secured new funding commitment → one major donor increased their contribution by 20%.
  • Stronger internal morale → staff felt they were working with clarity, not chaos.
The client thought it needed better donor management.
The Sprint revealed it needed a shared foundation across its teams.

By anchoring on the four pillars, Reinvantage turned alignment into efficiency gains and fresh funding opportunities.

The Sprint guaranteed at least £20,000 in value; here it unlocked both six-figure savings and future-proofed funding.

Case study: National digital development agency

1. The Client

A national digital development agency tasked with driving the government’s digital transformation agenda, including e-services, citizen portals, and smart city pilots.

Role we worked with: Director of Digital Transformation, supported by IT and service delivery leads from three ministries.

2. The Challenge

The agency had strong political backing but faced hurdles in implementation.

Key issues:

  • Siloed projects → each ministry developed digital tools independently, leading to duplication.
  • Citizen frustration → services were digital in name, but still required multiple logins and offline steps.
  • Funding pressure → international partners demanded clearer impact in the short term.

The agency wanted to accelerate momentum but struggled to get alignment across ministries.

3. The Sprint

We ran a 14-day Immersive Reinvention Sprint with the agency’s leadership and digital focal points from three ministries.

  • Day 1–3: Intake → Reviewed strategy docs, donor reports, and citizen feedback data.
  • Day 4: Immersive Sprint Session (half-day) → Breakthroughs:
    • Each ministry had different definitions of “digital service.”
    • 20% of budget was going into overlapping pilot projects.
    • Citizens’ top frustrations were known — but not prioritised.
  • Day 5–14: Synthesis → Insights consolidated into a Clarity Brief + Insight Canvas.
4. The Breakthrough

The Sprint revealed that the biggest blocker wasn’t lack of funding, but lack of shared priorities.

Three practical insights stood out:

  1. One Definition of Digital Service → agreed across ministries.
  2. Quick-Win Prioritisation → focus on top 3 citizen pain points (ID renewal, business registration, healthcare booking).
  3. Shared Resource Map → pool budgets to eliminate duplication.
These changes alone allowed the agency to unlock £75,000 in immediate savings and deliver 2–3 visible improvements in the next quarter — meeting donor expectations and building citizen trust.
5. From Sprint to Action (4 Pillars Applied)

Based on the Sprint clarity, Reinvantage proposed a modest, targeted package of support:

  • Readiness → Facilitated inter-ministerial workshops to embed the “one digital service” definition.
  • Foresight → Analysed citizen feedback trends to shape the quick-win roadmap.
  • Growth → Supported the reallocation of funds to joint projects, reducing overlap.
  • Positioning → Crafted a communication plan highlighting early digital wins to donors and citizens.
6. The Results
  • 2 pilot services integrated into the central portal (ID renewal + healthcare booking).
  • Budget savings of £75,000 from eliminating overlapping projects.
  • Citizen satisfaction up modestly → call centre complaints on digital services dropped by 12%.
  • Donor confidence improved → short-term impact report received positive feedback.
The client thought it needed more funding and bigger projects.
The Sprint revealed it first needed clarity and alignment.

By applying the four pillars to a targeted scope, Reinvantage helped deliver visible results within a single quarter — proving progress to citizens and donors and laying the groundwork for deeper transformation.