{"id":35393,"date":"2026-01-27T11:00:00","date_gmt":"2026-01-27T09:00:00","guid":{"rendered":"https:\/\/scroll.media\/2026\/01\/27\/i-want-to-be-digital-mckinsey-how-andriy-sambir-is-building-linkup-st\/"},"modified":"2026-02-12T15:24:29","modified_gmt":"2026-02-12T13:24:29","slug":"i-want-to-be-digital-mckinsey-how-andriy-sambir-is-building-linkup-st","status":"publish","type":"post","link":"https:\/\/scroll.media\/en\/2026\/01\/27\/i-want-to-be-digital-mckinsey-how-andriy-sambir-is-building-linkup-st\/","title":{"rendered":"\u201cI Want to Be Digital McKinsey\u201d \u2014 How Andriy Sambir Is Building Linkup ST"},"content":{"rendered":"\n

Andriy Sambir wasn\u2019t particularly lucky with one of his first clients. In the client\u2019s view, the brand-new website was supposed to immediately appear on the first page of Google search results \u2014 somewhere in the top one or two positions. \u00abIf you don\u2019t give me my money back, I\u2019ll have my connections go after you,\u00bb Andriy recalls the client saying, now laughing. \u00abApparently, I failed to explain at the start of our collaboration that building a $300 business-card website wouldn\u2019t instantly generate a million leads.\u00bb\r\n<\/p>\n\n

Sambir no longer worked with that Lviv client. Instead, he went on to build a portfolio of hundreds of clients worldwide, with a primary focus on the US and Europe. His work includes projects for Porsche, Reverso, TATA, and Bosch. Over the past three years, his team has won Red Dot, Webby, A\u2019Design Award, and POPDES Top Designers awards. A personal point of pride for Sambir is the DOU recognition as one of the best workplaces among small companies.<\/p>\n\n

Linkup ST has a team of just over 70 people. Sambir sees no reason to grow for the sake of headcount: modern tools automate much of the process, and hiring simply to expand the team no longer makes sense. \u00abThis doesn\u2019t mean we won\u2019t hire,\u00bb he says. \u00abA few years ago, we had 110 people. Today, we have 73, and our revenue has only grown.\u00bb<\/p>\n

\n
\"\"
Photo by Linkup ST<\/figcaption><\/figure>\n<\/div>\n

Andriy\u2019s main goal is to transform the business into a full-fledged, high-quality consulting service capable of covering a wide range of client needs. Having started with classic outsourcing, Sambir is very clear about what he\u2019s moving away from and what he\u2019s moving toward.<\/p>\n\n

\n

\u00abThe logic of consulting is: let\u2019s figure out the client\u2019s actual pain points, pick an off-the-shelf CRM, add 10% of custom code to cover the unique case, and that\u2019s it. The logic of outsourcing is: let\u2019s build our own CRM from scratch. I want to solve real problems,\u00bb Sambir explains. \u00abThe big problem with consultants is that they talk a lot but can do very little. We can actually build what we talk about.\u00bb\r\n<\/p>\n<\/blockquote>\n\n

Linkup ST\u2019s areas of expertise include software, design, and marketing. Each department can operate independently or together with the others. The Red Dot awards, for example, come from the design department \u2014 a standalone team competing with design studios in Ukraine and globally. In a traditional outsourcing company, teams like design are just a supporting function in the development pipeline. At Linkup ST, depending on the client\u2019s needs, they can provide either a single service or the full 360\u00b0 scope.\r\n<\/p>\n\n

\n

\u00abHonestly, I don\u2019t like all this bullshit about \u2018we are the client\u2019s partner,\u2019 so let me explain it differently,\u00bb Sambir says. \u00abIf a business needs leads, our marketing team steps in. If we see that software changes are needed to improve processes, we do that. If you\u2019re a startup, we\u2019ll help you build an MVP, raise a round, and then, if everything works, bring in marketing. This isn\u2019t an activity for the sake of activity. We see the logical path of how a specific product should evolve, and we help with that.\u00bb<\/p>\n<\/blockquote>\n\n

As an example, Sambir points to Linkup ST\u2019s collaboration with Reverso, one of the world\u2019s largest translation platforms. During the partnership, the audience grew from 30 million to 60 million users. Linkup ST is responsible for the project\u2019s entire design system. \u00abLet me explain what we do. If you go to Reverso, it doesn\u2019t look like the platform was designed by Jony Ive. And yet, the number of users keeps growing. That\u2019s the difference. A typical design studio would say, \u2018Let\u2019s redesign everything to make it beautiful.\u2019 We said, \u2018Let\u2019s make it so that more users would use it, and pay for it.\u2019\u00bb<\/p>\n\n

\n
Linkup ST Global Design Awards<\/a><\/div>\n<\/div>\n\n

<\/p>\n\n

Throughout our conversation, Andriy is straightforward and doesn\u2019t try to sugarcoat his words. He doesn\u2019t hide the fact that building this \u00abDigital McKinsey\u00bb is still a work in progress. And although he doesn\u2019t like talking about outsourcing, he openly admits that this is where he started and where he spent more than half of his 12 years in business. So what triggered the shift?<\/p>\n\n

A new reality<\/h2>\n\n

In 2022, Linkup Studio brought in an investor: Vitalii Gorovyi from InSoft Partners acquired a minority stake in the business. The exact terms were not disclosed, but in 2025, it became known that Gorovyi had increased<\/a> his share to 45%. The remaining stake belongs to Sambir.<\/span><\/p>\n\n

During one of their conversations, Sambir recalls, Gorovyi bluntly told him, \u00abYou\u2019re an outsourcing company.\u00bb<\/p>\n\n

\u00abI started arguing loudly that we create products and all that. And when he asked to see \u2018our product,\u2019 I said he just didn\u2019t understand and that we build products for others. But he was obviously right,\u00bb Sambir says.<\/p>\n\n

\"\"<\/figure>\n\n

\u00abTo come to terms with it, I had to go through all five stages \u2014 denial, anger, bargaining, depression, and acceptance.\u00bb\r\nStill, Sambir says, that conversation became the foundation that today allows him not to look for a buyer for his business, but to be someone ready for the challenges of a new era.<\/p>\n\n

\n

\u00abI don\u2019t know why anyone thinks Ukraine is somehow better than Poland or India when it comes to outsourcing. India is devouring everyone and everything. A business that wants to survive has to offer more,\u00bb Sambir says. This realization became the very push toward building a consulting model. \u00abI see that the typical outsourcing offer is running out of steam. That\u2019s why we\u2019re moving in a new direction.\u00bb<\/p>\n<\/blockquote>\n\n

As our conversation gradually turns into a debate, I ask why he believes Ukraine could compete with India in consulting, a field that is also well developed there.<\/p>\n\n

Sambir explains it this way: outsourcing is helpful when there simply aren\u2019t enough people to do the work. Hypothetically, once everyone has been hired in India, companies come to Ukraine, where the quality is supposedly higher. The key factor here is a well-formed demand: everyone knows what they want and just needs someone to execute.\r\n\u00abBut now the situation is different \u2014 there\u2019s a lot of UNFORMED demand in the market,\u00bb he says. <\/p>\n\n

\n
\n
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This article was produced with the support of Linkup ST. Learn more<\/a><\/figcaption><\/figure>\n<\/div>\n
\n\n

In a world buzzing with AI, everyone wants it, but very few truly understand what that AI should look like or what it should deliver to the business.\r\n\u00abIt\u2019s great that you have five programmers. But what exactly should they build? It\u2019s like you\u2019ve been playing classic poker your whole life, and suddenly you\u2019re dealt not five cards, but ten. What do you do with that? Our strength is that we know what to do with it.\u00bb\r\n<\/p>\n","protected":false},"excerpt":{"rendered":"

Andriy Sambir wasn\u2019t particularly lucky with one of his first clients. In the client\u2019s view, the brand-new website was supposed to immediately appear on the first page of Google search results \u2014 somewhere in the top one or two positions. \u00abIf you don\u2019t give me my money back, I\u2019ll have my connections go after you,\u00bb \u2026 Read more<\/a><\/p>\n","protected":false},"author":3,"featured_media":34240,"comment_status":"open","ping_status":"open","sticky":false,"template":"template-custom-post-custom-head.php","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[113,416,108],"tags":[457,563],"class_list":["post-35393","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-investments-en","category-news","category-service-companies-en","tag-partner-news","tag-promo-en"],"acf":[],"yoast_head":"\n\u201cI Want to Be Digital McKinsey\u201d \u2014 How Andriy Sambir Is Building Linkup ST | Scroll.media<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/scroll.media\/en\/2026\/01\/27\/i-want-to-be-digital-mckinsey-how-andriy-sambir-is-building-linkup-st\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u201cI Want to Be Digital McKinsey\u201d \u2014 How Andriy Sambir Is Building Linkup ST | Scroll.media\" \/>\n<meta property=\"og:description\" content=\"Andriy Sambir wasn\u2019t particularly lucky with one of his first clients. 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