As global interest in Ukraine reaches an all-time high, international businesses are looking beyond the headlines to understand the real identity of the nation.

In this first episode of a special two-part mini-series, Dmytro Shvets explores the "frontier culture" of Ukraine with cross-cultural expert Maryna Starodubska. Designed for global businesses looking to navigate the Ukrainian market, this episode moves past the headlines to reveal the core identity of the people you will be doing business with

Key insights from this episode include:

• The Power of Status: Why sending mid-level managers to meet Ukrainian founders often leads to failed negotiations.
• The Trust Gap: Navigating a society with low institutional trust where personal  ...