V.A.Chuykov at the RosUpack Summit 2025 conference

Vladimir Chuykov presented his vision for business transformation in an area of rapid technological advancement emphasizing that the real revolution is occurring not in technology, but in human capital and corporate culture.
The speaker cautioned against the illusion of technological superiority: "Any technological solution, including artificial intelligence (AI), quickly becomes widely available. Your competitors will also buy access to neural networks and implement similar systems. And your advantage, if it was based solely on technology, will melt away in a matter of months". In his opinion, traditional cultures based on hierarchy and control are becoming toxic to innovation and are turning away talented employees of new generations.
Vladimir Alexandrovich noted that Generations Z and Alpha demand space for self-realization from employers: "They seek meaning. They think in terms of projects, not job descriptions. Their key demand is the opportunity to "have emotional resources". Effective work requires a transition to a new cultural code based on a common goal, freedom and responsibility, partnership and psychological safety".
V. Chuykov presented a system approach to transformation through the "4L" model which involves working with leadership, people, processes, and organizational structures. "Culture is the shadow of a leader. Today, the main task of a leader is not to be the smartest person in the room, but to be the architect of the environment", – he emphasized.

In conclusion, he drafted the key idea: "Technology is the bet. Culture is the win". Culture is the fertile soil in which your true, unique and uncopiable asset grows – the creative, energetic and resourceful Human Being". According to the speaker, creating the right environment for unlocking human potential is the primary strategic task of a leader in the 21st century.