Negotiating with Ukrainians: Relationship First, Contract Second | Part 2

While Part 1 of this series explored the cultural identity of Ukraine, this concluding episode moves directly into the meeting room. The episode is a practical guide for any international leader ready to close deals and manage successful partnerships in the Ukrainian market. Host Dmytro Shvets continues his conversation with cross-cultural expert Maryna Starodubska to share practical tips for negotiating in Ukraine. This episode explains how to turn cultural differences into a clear business advantage. In this episode, we dive into: 00:03:53 - How Ukrainians view written obligations as a mix of fixed rules and flexible frameworks. 00:08:45 - Navigating low-trust environments and the practical steps to build a "trust account." 00:11:38 - Understanding the sequence of deal-making and why the legal agreement follows the personal connection. 00:11:51 - Why decision-makers agree on big-picture principles before managers handle the granular details. 00:14:20 - Managing emotional expression and blunt feedback at the negotiation table. 00:21:09 - How to navigate competitive negotiation styles and frame proposals effectively. 00:26:26 - Why the contract is often seen as a minimum baseline. 00:30:51 - The cultural reasons behind the lack of positive feedback, the fear of "jinxing" success, and the importance of flexible planning. 00:34:49 - Practical advice on decision-maker status, language etiquette, and avoiding regional stereotypes. Whether you are looking to sell to the Ukrainian market, invest or find a reliable local partner, this episode provides the insights necessary to build resilient and productive business relationships. About the Guest: Maryna Starodubska is a cross-cultural interaction consultant and adjunct professor at Kyiv-Mohyla Business School. She has over 20 years of experience in employee relations, culture, reputation management, and crisis communication. She is the author of Understanding Ukrainians: Cross-Cultural Dimensions. LinkedIn profiles: Host, Dmytro Shvets: https://www.linkedin.com/in/dshvets/ Guest, Maryna Starodubska: https://www.linkedin.com/in/starodubska/ Listen to Start Global Insights on all major platforms and YouTube. Don't forget to subscribe for more global business insights. Spotify: https://rebrand.ly/SGISpotifyRSS Apple podcasts: https://rebrand.ly/SGIAppleRSS YouTube: https://rebrand.ly/SGIYTRSS Feedback: We value your thoughts. Please leave us a review on Apple podcasts, Spotify or email us at [email protected]