When it comes to building a business from the ground up, Dmitriy Makarov knows the path is rarely straightforward. The founder of an international marketing agency says his formula for survival and growth boils down to experimentation and adaptability.“Do not be afraid to experiment,”he emphasizes. Startups may lack big budgets, but he believes they hold something more powerful, like the speed and flexibility to pivot when necessary.
Testing and learning
Makarov’s approach to development is rooted in trial and error. He argues that rigid business plans often fail under real-world conditions. Instead of mapping out every detail, he advises founders to explore different channels, messages, and audiences until something works. “Successful startup marketing is always the result of a series of failed attempts that lead to a working solution,” he says.
Another part of his playbook is learning from others. Dmitriy Makarov often points to the value of studying international companies across industries. He believes analyzing their wins and failures can reveal lessons that transfer surprisingly well to startups. With case studies, blogs and podcasts widely available, entrepreneurs have more resources than ever to expand their perspective.
Beyond research, he stresses that marketing should be woven into the product itself. Startups often cannot afford major ad campaigns, so building something that people naturally want to share is essential. Whether through interactive features, bold branding or a clear set of values, the entrepreneur says the product should act as its own promotion.
Listening also plays a central role in his strategy. Dmitriy Makarov argues that customers often provide clear feedback if businesses are willing to hear it. “If you sincerely listen to customers, adapt to their feedback, and create value for them, marketing begins to work naturally,” he explains.
Building a team
Starting a company also means assembling a team, and that brings its own challenges. Early in his career, Dmitriy Makarov leaned on friends and acquaintances. Some had strong skills, others had less experience, but he prioritized drive and shared values over résumés. Many of those early hires grew alongside him, moving from interns to leaders.
Conflicts inevitably pop up. Rather than avoiding them, he treated disagreements as growth opportunities.“Conflicts often gave a point for growth, reassessing approaches, and improving communication,”he says.
Training was equally hands-on. Those who showed ambition were given the space to learn, and mistakes were seen as steppingstones instead of setbacks. For Makarov, this approach not only built competence but also created a culture of trust and resilience.
The GMG mindset
At the center of Makarov’s philosophy is GMG: Grind, Mastery, Growth. It is a framework that carried him from his teenage years in Kyiv, Ukraine, to becoming a self-made consultant and later the founder of a marketing agency. The principle is straightforward: work relentlessly, develop expertise step by step, and keep pursuing progress.
“GMG is more than a motto, it is a mindset,” he explains. He credits it with shaping his discipline during lean times and guiding his long-term vision.
From testing campaigns to managing teams, Dmitriy Makarov believes that real marketing success is less about flashy ads and more about resilience, adaptability and the willingness to keep learning. For startups willing to grind, master their skills and keep growing, the future, he insists, is always within reach.
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