tallinn
New people, new perspectives
manual labour
Hands on
parallax background

The buzzing reinvention

How drones have rewritten the rules of war

September 23, 2025

9 min read

September 23, 2025

9 min read

Photo: Dreamstime.

When Russian tanks first rumbled across Ukraine’s borders in February 2022, few expected the war’s most devastating weapon to be a quadcopter that could fit in a shoebox.

Three years on, however, the skies above Ukraine thrum with millions of unmanned aircraft that have fundamentally altered the calculus of modern warfare. This is no longer a conflict of artillery barrages and tank columns, but a swarm-versus-swarm battle that has forced both sides to reimagine how wars are fought—and how they might be fought elsewhere.

Ukraine produced around 800,000 drones in 2023, scaling to two million in 2024, and now targets five million for 2025. Russia is reportedly matching this pace of production. To put this in perspective, America’s entire annual missile production runs in the thousands. Ukrainian drones accounted for over 96 per cent of all unmanned aerial vehicles used by the military in 2024, a domestic manufacturing achievement that would have seemed impossible just a couple of years ago.

This transition from imported Turkish Bayraktars—which inspired Ukrainian songs in 2022—to mass-produced domestic quadcopters reflects warfare’s brutal demand for adaptation.

The impressively fast innovation circles—from cardboard drones and tethered drones to increased autonomy and the use of AI—is therefore not just a result of the ingenuity of Ukrainian, Russian, and Western engineers. They are an imperative to avoid defeat.

The mathematics of destruction

The economics are as compelling as they are grim. The cost of a conventional 155mm artillery shell that is less accurate than an FPV drone and requires a multi-million-dollar howitzer to fire it is, according to open-source reports, about 3,000 US dollars. A high-end anti-tank guided missile able to home in on the thin top armour of turret, like the US-manufactured Javelin, is around 80,000 US dollars for the missile and 200,000 US dollars for the launcher.

Meanwhile, Russia’s cost per drone has fallen from 200,000 US dollars in 2022 to approximately 70,000 US dollars in 2025, due to large-scale production, though some estimates suggest Shahed-type drones cost as little as 35,000 US dollars each.

This economic logic has created what analysts call ‘cruel attritional mathematics’. Even though Shahed’s only hit their target less than 10 per cent of the time, their low cost means Russia can fire mass salvos almost daily, wearing down Ukrainian air defences. When intercepting each drone costs more than three million US dollars in surface-to-air missiles, the defender faces an unsustainable equation.

Russia has embraced this arithmetic wholeheartedly. Through July, Russia launched a record 6,443 drones and missiles into the country, according to data published by the Ukrainian air force. The total is the highest of the war to date, and around 13 per cent more than were recorded in June. Russia is moving toward producing more than 6,000 Shahed-type drones each month at its facility in Tatarstan, 500 miles east of Moscow.

Cities under siege

For Ukraine’s civilian population, this drone revolution has meant a return to bomb shelters. “Right now, Ukraine sees around 300 to 400 drones attacking civilian targets every day—these types of numbers were unheard of in 2023 or 2024,” said Yuriy Boyechko, founder and CEO of the Hope for Ukraine charity, last month. The nightly ritual of air-raid sirens has become so routine that many Ukrainians speak of ‘drone weather’—conditions that favour low-flying attack aircraft.

Russian tactics have grown increasingly sophisticated. More recently, Geran variants painted black with special material to hide from radar fly higher and with tortuous routes to evade Ukrainian defence teams. The psychological impact is as calculated as the physical damage. Every night, these systems cause millions of Ukrainians to head to bomb shelters and mobile air defence crews and electronic warfare teams to move into position.

The city of Kherson offers a grim preview of urban warfare’s future. Residents describe daily harassment by small first-person-view (FPV) drones that hunt individual targets with horrifying precision. No target seems too small: pedestrians, cars, buses, and even ambulances have been struck. This microscopic terror represents warfare’s ultimate atomisation—conflict reduced to individual hunter-killer pairs, predator and prey.

The frontline transformed

The battlefield itself has been equally reinvented. Captured soldiers claim they haven’t seen enemy soldiers at all on the front line—warfare now mediated entirely through screens and remote operators. Depending on the individual Ukrainian combat unit’s statistics, currently, between one-half and two-thirds of all Russian personnel losses and destroyed combat vehicles are drone-caused.

Ukraine has sought to establish a 15-kilometre kill zone patrolled by drones along the front lines of the conflict, making it extremely challenging to concentrate troops for major offensive operations. This ‘drone wall’ represents perhaps the most significant tactical innovation since the machine gun. Traditional military doctrine, which assumes forces can mass for breakthrough operations, confronts the reality that any concentration becomes immediately visible and vulnerable to swarming attacks.

The innovation cycle moves at blistering speed. Both Russia and Ukraine are turning to fiber optic drones that are not susceptible to jamming technologies. When electronic warfare neutralises radio-controlled systems, engineers respond with tethered alternatives. When air defences adapt to conventional attack patterns, drone operators develop new tactics. The war has become a vast laboratory for autonomous weapons development, with soldiers as both researchers and test subjects.

Production panic

This demand has triggered a manufacturing scramble that extends far beyond Ukraine’s borders. The country has had to build an entire aerospace industry from scratch while under bombardment. The government, military, private companies and regular citizens are all involved. Kitchen-table assembly lines have become a feature of urban warfare, with software developers spending evenings building FPV drones at home.

The biggest barrier to expansion, though, is money. Ukraine’s government and private sector are producing more drones than the state can afford to acquire. This peculiar situation—of domestic production outstripping state procurement capacity—highlights how completely the economic logic of warfare has shifted.

Meanwhile, Russia leverages its larger industrial base and deeper pockets. Its Alabuga facility in Tatarstan represents perhaps the world’s most efficient factory for autonomous killing machines, reportedly capable of producing an estimated six thousand Shahed-136 prototypes by mid-2025. The integration of Chinese components reveals how drone production has become globalised supply-chain warfare.

NATO’s awakening

The implications extend far beyond Ukraine’s borders, as NATO discovered when nineteen Russian drones violated Polish airspace earlier this month, triggering Article 4 consultations and prompting coalition forces—including Polish F-16s, Dutch F-35s, Italian AWACS, and German Patriots—to shoot down the intruders. Polish Prime Minister Donald Tusk called it “the closest we have been to open conflict since World War II.”

The incident exposed uncomfortable truths about Western air defence doctrine. As former US Army Europe commander General Ben Hodges noted, “Using F-35s and F-22s against drones shows we are not yet prepared”. The cost asymmetry—deploying multi-million-dollar fighter aircraft against thousands-of-dollars drones—suggests NATO’s expensive air superiority may prove less decisive than assumed.

This reality has prompted urgent reassessment. Ukrainian drone warfare specialist Robert ‘Magyar’ Brovdi, who leads the country’s Unmanned Systems Forces, warned in July 2025 that NATO commanders must urgently review their air defence doctrines in order to focus on the dangers posed by swarms of Russian attack drones. NATO members, including Britain and Denmark, are now reportedly already receiving training in drone warfare from Ukrainian military instructors.

The alliance is reportedly exploring creating its own ‘drone wall’ along the eastern frontier, borrowing directly from Ukrainian tactics. “NATO will probably end up using drones on a large scale”. Not at the same scale as Russia and Ukraine, because we’ve got these massive air forces that we’ve invested in and that can strike with a lot of power very quickly – but as a complement to that,” notes Robert Tollast, a research fellow at the Royal United Services Institute.

The global implications

The Ukrainian laboratory is producing lessons with worldwide application. Taiwan is already looking into developing large numbers of cheap attack drones. Non-state actors across the globe and drug cartels are also increasingly relying on drones. The technology’s dual-use nature means that innovations developed for Ukraine’s defence will inevitably proliferate to less savoury actors.

For traditional military powers, the implications are profound. Decades of investment in expensive platforms—fighter jets, tanks, warships—confront a reality where cheap, mass-produced systems can achieve similar effects. This suggests future conflicts may favour nations with robust manufacturing capacity and innovative engineering cultures over those with merely sophisticated weapon systems.

The Pentagon is taking notice, with programmes like the Enterprise Test Vehicle—essentially a low-cost cruise missile—directly inspired by Ukrainian innovations. China, watching from across the Taiwan Strait, surely draws its own conclusions about warfare’s new arithmetic.

The flight path ahead

As Russia’s war on Ukraine enters its fourth autumn, the drone revolution shows no signs of slowing. Ukraine has developed ‘missile-drones’ like the Palianytsia and Peklo hybrids, which can act as alternatives to cruise missiles. Zelensky has said Ukraine aims to produce at least 30,000 long-range drones next year. The distinction between missiles and drones continues to blur as both sides develop increasingly sophisticated autonomous weapons.

Nevertheless, questions remain about drone warfare’s limitations. Ukraine could also just be a peak moment for drone warfare. The factors that made drones relevant in Ukraine might look different in future wars. The overall number of drones could be lower if civilian drones cannot be used—due to weather conditions or longer distances, such as in a maritime confrontation.

What seems certain is that the Ukraine conflict has shattered comfortable assumptions about twenty-first-century warfare. The buzzing reinvention begun in Ukraine’s skies has rewritten the rules of combat, created new industrial demands, and forced military planners worldwide to confront uncomfortable truths about the future of conflict. In a world where kitchen tables can become weapons factories and consumer electronics can decide battles, the very definition of military power requires urgent revision.

The revolution, it turns out, will be miniaturised.

Photo: Dreamstime.

Marek Grzegorczyk

Marek Grzegorczyk

Marek Grzegorczyk is an analyst at Reinvantage.

Share

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.