When it comes to building a business from scratch, Dmytro Makarov has seen both the challenges and opportunities up close. The marketing entrepreneur and founder of an international agency believes the secret to survival is rooted in adaptability. “Do not be afraid to experiment,” he emphasizes. While many startups worry about limited budgets, Makarov says their true advantage lies in the ability to move quickly and pivot when necessary.
A culture of experimentation
Rather than relying on detailed yearlong plans, Dmytro Makarov encourages startups to test, learn and adapt. In his view, rigid strategies rarely hold up in unpredictable markets. “Successful startup marketing is always the result of a series of failed attempts that lead to a working solution,” he says. By running experiments with different messages, formats and audiences, he argues, entrepreneurs increase their chances of finding the right formula.
But experimentation is not the only tool in his kit. The entrepreneur highlights the importance of studying other companies across industries. By analyzing successes and failures outside their own fields, founders can gain insights that apply in unexpected ways. With today’s number of podcasts, blogs and case studies, access to global business knowledge has never been easier.
Beyond research, Dmytro Makarov stresses that startups should weave marketing into the product itself. Small businesses often cannot afford large advertising campaigns, so products need to be designed in ways that naturally attract attention. Whether it is a standout feature, a recognizable identity or values that resonate with customers, a strong product can often serve as its own promotion.
He also puts a heavy emphasis on listening. “If you sincerely listen to customers, adapt to their feedback, and create value for them, marketing begins to work naturally,” he explains. For Makarov, the most effective strategies often come directly from what customers are already saying.
Building the right team
Creating a strong company is also about building a strong team. Early on, Dmytro Makarov relied on friends and acquaintances to fill positions. Some brought technical skills, while others had little experience, but he prioritized values and potential over résumés. Over time, many of those early hires grew into leaders within the organization.
Of course, team dynamics also brought conflicts. Makarov chose not to avoid disagreements, instead seeing them as chances to improve. “Conflicts often gave a point for growth, reassessing approaches, and improving communication,” he says. This approach, along with a willingness to let employees learn through mistakes, helped create a culture of trust and resilience.
The GMG philosophy
At the core of his work is a personal philosophy he calls GMG: Grind, Mastery, Growth.From his teenage years in Ukraine to founding a global marketing agency, this framework has guided his decisions. The principle is straightforward: work relentlessly, develop expertise step by step and always keep moving forward.
“GMG is more than a motto, it is a mindset,” he explains. For him, success is not about quick wins, but about staying disciplined and embracing long-term progress.
From testing campaigns to training teams, Dmytro Makarov views marketing as a process built on persistence and adaptability. For startups willing to GMG: grind, master their craft and grow, he believes opportunity is always within reach.
