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The times of «growth for the sake of growth» in Ukrainian IT are officially over. If a few years ago the measure of success was the number of people on staff, the size of the office, or the scale of corporate parties, then 2025 has held up a mirror before us. In it, greatness looks more like a burden than an advantage.

Junior Python Developer Olga Magerya did the incredible thing — she finally got a job after more than six months of searching. Her post on this occasion gained a crazy reach and number of likes, as for her page, which caused sincere surprise even for the IT-star herself. It would seem that it is a completely banal thing — a person simply found a new job, so what’s the big deal? But given how difficult it is now for a young person with little experience to break through and gain a foothold in IT, this has already become equated to a slight variation of a miracle.

For several years I have been building GTM strategies for B2B SaaS to enter a new market, projects, from AI agents to automation platforms. These were not hypotheses, but full-fledged operating systems: ICP, messages, channels, quarterly budget, lead tracking, media, events, conferences, all this had to be pulled into one framework. In parallel, I mentored startups in accelerators and spoke at Pitch Days. And time and time again I saw the same thing. The team thinks that the go-to-market strategy is to choose channels and «test». And then they wonder why there are zero deals in 6 months. Warning: if you are looking for confirmation that your current approach is correct, you may not like this article.