This episode examines what happens when strategy is applied in environments where institutional stability, reliable data, and conventional partners cannot be assumed. Former McKinsey partner and University of Notre Dame Professor Emerita Viva Ona Bartkus draws on decades of experience across management consulting, academic research, and frontline fieldwork in conflict-affected regions to explain why many standard strategy doctrines collapse outside developed markets.
Bartkus reflects on her path through McKinsey, including what truly determines advancement inside elite professional services firms. She argues that early career performance is less about isolated brilliance and more about establishing trust, judgment, and reliability in the first months, when reputations are formed and remembered long after individual mistakes are forgiven.
The conversation then turns to "frontline environments," defined as regions typically far from international hubs, under-invested, and operating with weak formal institutions. Bartkus outlines why these areas, often ignored during recent decades of globalization, represent substantial economic opportunity when approached with rigor rather than optimism. She explains why traditional international expansion models, particularly reliance on single local partners, can introduce severe strategic and ethical risk.
Using concrete examples from Lebanon, West Africa, and rural Colombia, she details how broad-based partnerships, careful sequencing of investment, and disciplined listening are prerequisites for sustainable commercial activity. The discussion also addresses failure directly. Bartkus notes that more than half of frontline initiatives do not meet their objectives and explains how those failures sharpened her views on data verification, assumption testing, and understanding local motivations rather than projecting external logic.
The episode concludes with a broader argument on the role of business in post-conflict recovery. Aid and humanitarian efforts matter, but without durable economic activity and the dignity of work, recovery stalls. For senior leaders, investors, and strategists, this conversation offers a sober, experience-driven view of what strategy requires when conditions are uncertain and stakes are real.
Viva Ona Bartkus is Paul E. Purcell Associate Professor at the University of Notre Dame's Mendoza College of Business. She is a former partner at McKinsey & Company and the founder of the revolutionary course Business on the Frontlines.
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