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Don’t forget Belarus

As the world watches Ukraine, the struggles of its northern neighbour go largely ignored

August 5, 2024

7 min read

August 5, 2024

7 min read

A presidential election in Belarus in August 2020 saw Alexander Lukashenko claim an implausible landslide victory, a result met with scepticism and allegations of electoral fraud from both domestic opposition and international observers.  

The immediate aftermath was marked by massive protests across the country, with citizens demanding free and fair elections and the end of Lukashenko’s three decades in office. The government’s response was swift and brutal, marked by widespread police violence, thousands of arrests, and repression of all dissent. 

Svetlana Tikhanovskaya, the main opposition candidate and likely rightful winner of the election, quickly emerged as a symbol of the resistance. Her election campaign galvanised support across the country, drawing attention to the need for democratic reforms and the protection of human rights. 

Despite the regime’s efforts to quash dissent the protests continued for months, showcasing the Belarusian people’s resilience and determination to seek change. 

Exile or prison 

In the four years since the election, the Belarusian government has intensified its crackdown on opposition, independent media, and civil society.  

Prominent opposition figures, including Tikhanovskaya, who now lives in neighbouring Lithuania, have been forced into exile or imprisoned. The regime’s tactics have included internet blackouts, disinformation campaigns, and legislative measures to stifle any form of dissent. 

The Lukashenko regime has continued to employ harsh measures to maintain its grip on power. New laws have been enacted to curb freedom of assembly and expression, and the state’s security apparatus has been expanded to monitor and control the population more effectively.  

Journalists and activists face constant threats, with many being detained or driven into exile. According to Freedom House, a human rights group, more than 1,400 people officially recognised by Belarusian rights defenders as political prisoners remain behind bars – including Tikhanovskaya’s husband, Sergei Tikhanovsky. 

Internationally, Belarus has faced sanctions from the European Union and the United States, aimed at pressuring the Lukashenko regime to engage in dialogue and reform. However, these measures have had limited impact, with Lukashenko maintaining strong ties with Russia, which has provided both economic and political support.  

The economy adapts 

Lukashenko’s support for the 2022 Russian invasion of Ukraine made Belarus the target of further Western sanctions, targeting its petrochemical industry, production of fertilisers, banking, financial services, and transport. 

The new sanctions reoriented even more trade away from Europe towards Russia and China.  

However, from what can be deduced, Belarus still exports timber, oil, metal, and metal products to the European Union and imports transport equipment and pharmaceuticals. However, total exports to the EU appear to have dropped by around 52 per cent in 2022 from the previous year while imports dropped by 15 per cent.   

Sanctions have directly affected a quarter of Belarus’s economy, and the production of one of its most important exports—potash fertiliser—has fallen by more than 50 per cent since 2021. Thousands of skilled professionals have left the country.  

As the destination for 17 per cent of Belarusian exports, Ukraine had been Belarus’s second-largest export market, but due to Minsk’s support for Moscow’s invasion, Belarus has lost almost total access to the Ukrainian market.  

To maintain Minsk’s support for its war and soften the blow of Western sanctions, Russia has offered considerable economic backing—new lines of credit, highly preferential prices for oil and gas supplies, and the rescheduling of some financial obligations—and absorbed most of what Belarus used to export to Ukraine. 

This has helped soften the blow of sanctions. According to the Vienna Institute for International Economic Studies (wiiw), recent short-term indicators suggest that after slowing down towards the end of 2023, economic performance in Belarus strengthened at the beginning of 2024: in the first quarter, GDP grew by 4.1 per cent year on year and industrial output surged by 6.5 per cent.  

“Moreover, all indicators point to a broad-based recovery that is also to be observed in agriculture, construction and the services sectors – including, for the first time since 2022, the ICT sector,” notes wiiw.  

“Because of the very tight labour market and the reported labour shortages in many industries, real wages and disposable incomes have kept on rising. Consumer prices have also been increasing, reversing the prevailing trend of 2023. The embargo imposed back in 2022 on the publication of certain important statistics (especially regarding the composition and direction of foreign trade) precludes any more detailed assessment of the drivers of the current upswing but most likely, local manufacturers and exporters benefited from the strong upturn in Russia at the start of 2024. In addition, domestic policies remained accommodative and various forms of additional support from Russia were still in place.”  

Taking account of these recent developments, wiiw expects the Belarusian economy to grow by 3.5 per cent in 2023. 

‘Democratic Belarus is its people’ 

Politically, Belarus remains in a state of stagnation. Human rights organisations continue to report abuses, and the space for free expression is severely limited. The opposition, though largely silenced within the country, remains active in exile, advocating for democratic change and maintaining international awareness of the situation in Belarus. 

The economic situation in Belarus is dire, with inflation and unemployment rates soaring. The sanctions have cut off many avenues for economic growth, leading to a decline in living standards. Despite these challenges, Lukashenko’s government has managed to maintain a semblance of stability through strict control measures and the support of a loyal security apparatus. 

The future of Belarus is uncertain. While the current regime shows no signs of relinquishing power, the resilience of the Belarusian people and the persistent efforts of the opposition provide a glimmer of hope. The international community’s role will be crucial in supporting democratic forces and ensuring that human rights abuses do not go unnoticed. 

The potential for change in Belarus hinges on several factors. Internally, the ability of the opposition to maintain momentum and adapt to the repressive environment is critical. The younger generation, who have been at the forefront of protests, continue to advocate for a more open and democratic society. Their determination and adaptability may eventually erode the regime’s grip on power. 

Externally, the role of Russia remains a significant variable. While Russia’s support for Lukashenko has so far been unwavering, any shift in Moscow’s stance could dramatically alter the political and economic landscape in Belarus.  

For Belarus, the path to democracy is fraught with challenges, but the desire for change remains undiminished. The coming years will be pivotal in determining whether the country can break free from its authoritarian past and move towards a more democratic future. A presidential election next year will likely see Lukashenko re-elected, opposed only by pliant, token ‘opposition’ candidates.  

He is unlikely to make the mistake of allowing a galvanising force such as Tikhanovskaya to stand again. 

What’s clear is that the continued engagement and support of the international community, coupled with the unwavering spirit of the Belarusian people, will play a crucial role in shaping the nation’s trajectory. 

Indeed, just last week, at a conference of opposition leaders in Warsaw, Tikhanovskaya said that, “Democratic Belarus is its people”. 

During her speech, Tikhanovskaya also announced increased support for political prisoners, a new campaign to strengthen international support for Belarus, and initiatives to help repressed Belarusians. She also expressed her unwavering support for Ukraine’s territorial integrity.  

“We have no right to say: ‘We failed, we are giving up’,” she said. “We have no right to let down all those who remain in prison. We have to fight for their liberation every day. Political prisoners are our common pain. My heart breaks when I listen to their stories.” 

The struggle for democracy in Belarus is far from over. But the legacy of the 2020 election serves as a stark reminder of the lengths to which an authoritarian regime will go to maintain power.  

However, it also highlights the enduring strength of a populace committed to fighting for their rights and freedoms. As the world watches Ukraine, the struggles of neighbouring Belarus continue largely untold.

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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.