Our work is just like a stereo system: you can turn it up or down depending on what you want. My actions are always guided by my moods and by the particular stage I’m at in my life. Sometimes I enjoy being in Moscow and at other times I feel like traveling the world, so I arrange my work accordingly. The great thing about working with McKinsey is the flexibility it gives you: you have the opportunity to decide for yourself where to work, what projects to take up, and who to team up with.
“Here in Russia, where the economy is still developing, even a new consultant plays an important role in a project. You bring something new and practically from the very beginning gain access to top managers and key shareholders.”
A decision to stay
When I joined McKinsey in 2005, I thought it would be for only a year and a half. It seemed like a good stepping stone to reach the long-term goal I dreamed of: setting up my own private-equity fund in Eastern Europe. But, as it happened, I liked it here and decided to stay. I have tried a lot of different things. My first projects were, frankly, unusual. I remember traveling to Cannes in France to raise investment for a region that wanted to develop tourism. Then at some point my attention turned to companies in the consumer sector. Having completed several projects for such companies, I realized that I could influence the development of this industry and make it my forte.
High achievement among young leaders
In my view, the consulting profession is extremely interesting in Russia. It is different from working in stable markets where many solutions have already been developed and problems have been solved. Here, where the economy is still developing, even new consultants play an important role in projects. You bring something new and, from the very beginning, you have access to top managers and key shareholders. What is important for me is that Russia is a country of young business leaders. Meeting company owners or attending board meetings, I see people who are approximately my age. On a personal level, it is easier for me to strike the right note with them—or, not infrequently, to learn from them. I’ve worked with truly outstanding people who have, in 15 years, created businesses that took Western entrepreneurs decades to build. In some cases they started by literally selling some of their own household appliances.
Expertise and innovation
There is sometimes an assumption that consulting in Russia is about trying to implement ready made techniques imported from other regions. But that’s not the case at all. There are a lot of things about the culture, geography, and business climate that make it impossible to practice “copy-paste” consulting. Over the years, we have built up enough expertise to help not only clients in emerging markets but also companies in developed economies. Many companies now regard Russia as a fruitful test bed, believing that if something works here, it will work anywhere. A prime example is our innovative work in digital and word-of-mouth marketing. So for me, working in Russia always means the beginning of something new, say, the launch of a new store format in apparel or grocery sales. Why is it interesting? Because you participate in creating something that has never existed before. It is quite a special feeling when you can walk down the street and see the results of your work in stores.