DAVID NATROSHVILI ON WHY SIMPLICITY IS THE HARDEST THING TO PROTECT WHEN YOU'RE GROWING FAST

There is no shortage of frameworks for scaling a technology company. Most focus on what to add: headcount, product lines, market coverage and operational infrastructure. Far fewer address what to protect.

For David Natroshvili, founder and CEO of SPRIBE, the thing most worth protecting is also the most vulnerable to growth: simplicity. Not as a design aesthetic, but as a structural discipline that runs from product decisions to the way the organisation communicates across five countries and 420 employees. 'Simplicity always wins,' Natroshvili has said. 'Whether it's product design, decision-making, or communication, the most effective solutions are usually the ones that remove friction, not add features.'

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