Geographic distribution creates communication challenges that compound over time when left unaddressed. David Natroshvili, the Georgian entrepreneur who founded SPRIBE in 2018, has spent years developing systems to combat the information asymmetries that naturally develop in multi-location organizations.
SPRIBE’s workforce spans five countries and multiple time zones. An engineer in Kyiv might possess critical knowledge about a technical limitation. A product manager in Warsaw may remain unaware. A sales conversation in Tallinn could surface customer needs that never reach the development team in Tbilisi. These gaps lead to duplicated work, missed opportunities, and strategic misalignment.
Understanding the Communication Gap
In traditional office environments, information spreads through what Natroshvili describes as osmosis. Someone mentions a client issue during lunch, colleagues overhear, and spontaneous collaboration emerges without formal meetings. Distributed environments lack this organic information flow. Conversations that don’t happen in shared channels might as well not have occurred at all.
The SPRIBE founder’s response involves creating redundancy rather than efficiency in critical communications. Strategic decisions receive announcement in company meetings, documentation in writing, summaries via email, discussion in team contexts, and reference in relevant project channels. This approach ensures that someone who missed the initial announcement encounters the information through subsequent touchpoints.
According to a detailed examination of his leadership methods, Natroshvili estimates that first-time communication reaches approximately 30% of the intended audience. Second exposure captures another 30%. By the third or fourth iteration, critical mass finally develops.
Documentation as Infrastructure
Beyond repetition, David Natroshvili emphasizes documentation as foundational infrastructure for distributed operations. Writing things down serves multiple purposes: it creates accessible reference material across time zones, helps onboard new employees with proper context, and prevents redundant discussions about decisions already made.
The discipline of documentation also enforces clarity. Articulating a strategy precisely enough to document it requires complete thinking. Vague verbal explanations might pass in meetings but fall apart when committed to writing.
SPRIBE’s approach to building partnerships with organizations like UFC and AC Milan demonstrates how documentation enables complex cross-functional coordination. Teams across multiple countries can reference the same written materials rather than relying on verbal transmission that degrades with each retelling.
Creating Two-Way Information Flow
Over-communication must flow upward as well as downward. David Natroshvili makes space for regular individual conversations where employees voice concerns, propose ideas, and develop ownership of their work. When people know their input matters, engagement and performance improve.
In distributed settings, listening cannot remain passive. Leaders cannot rely on sensing team sentiment through office atmosphere or hallway conversations. SPRIBE implements structured feedback mechanisms that work across time zones: regular individual meetings, anonymous feedback channels, and deliberate efforts to ensure quieter voices in smaller offices receive equal attention.
This combination of over-communication downward and active listening upward creates the alignment necessary for SPRIBE’s continued expansion. The company now serves over 42 million monthly active users through its flagship Aviator game and maintains partnerships with major sports entertainment brands.