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Tykhomyrova

Post-shooting

On December 10, 2025, as part of the HR Brand Awards event, a panel discussion titled “Rethinking Values and Sense-Making” took place, featuring Iryna Tykhomyrova, President of the MIM Business School. Also joining the discussion were Larysa Onypko, leader of the HR Brand Awards; Tetiana Yalovchak - the first Ukrainian woman to climb Mount Everest; Kostyantyn Koshelenko from Mastercard; and Larysa Latypova from Socar Energy and a graduate of the MIM Business School.
Participants noted that the years of war have brought about a profound shift in the mindset and needs of Ukrainians. While Maslow’s hierarchy of needs remains unchanged, new priorities have come to the forefront alongside basic needs: freedom, clarity and prioritization, respect for the military, and responsibility toward the country.
At the same time, participants emphasized that corporate values must not be merely declarative but must be real actions “woven” into the organization’s DNA, forming its backbone. Resilience is becoming a key value today - it is precisely this that businesses must develop first and foremost.
The symbolic slogan “Conquer Your Everest” has taken on new meaning and power: every Ukrainian is now climbing their own peak, while also having the opportunity to shape a shared history.
Iryna Tykhomyrova noted:
<blockquote>
“At both the personal and national levels in Ukraine, the values of security, dignity, and the desire to be masters of one’s own destiny have taken precedence. Solidarity and a sense of belonging to a shared history have grown, along with the awareness of the importance of every individual. At the same time, the realization that risks have increased due to the war is leading to a reevaluation of priorities and a desire to do only what is truly valuable.
As for global trends and their impact on Ukraine, Europe is currently seeing a rise in the influence of right-wing parties that promote “our own for our own,” an emphasis on traditional values, and stricter borders. This is driven by factors such as an aging population and a slowdown in global economic growth, which reduces resources and increases the need for protection. As a result, some societies are demonstrating a willingness to sacrifice some of their freedom for the sake of peace and tranquility.
Thus, humanity now stands at a crossroads between “values of fear” - which create rigid borders, traditionalism, and the sacrifice of freedom for peace - and “values of development” - which promote openness, partnership, and a willingness to fight for what is ours."
</blockquote>
The discussion highlighted that the future will be shaped by the very values that people and organizations choose today. And at this time, business education plays a special role - after all, business schools shape leaders who think in terms of development, openness, and progressive solutions. This is what Ukraine has been demonstrating to the world for the fourth year in a row.
We are grateful to the HR Brand Award team not only for staying involved but also for creating a space for complex yet vital conversations about what truly shapes the future. It is precisely these dialogues that help us all reach our own heights - and do so together.

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On Freedom, Resilience, and New Challenges: Iryna Tykhomyrova’s Speech at the HR Brand Awards

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