How to Build a Team
That Won’t Fall Apart
in a Crisis
This August, we’re celebrating not only the agency’s birthday, but also the birthday of the person who started it all. Back in 2014, in post-revolutionary Kyiv, Denys Safonov launched Etcetera with a few people who shared his values and his vision of how work should feel. 11 years later — after several global crises and dozens of international clients — the team hasn’t just survived. It has grown stronger.
"A strong team starts with values and processes. If they align — everything works. If not, no amount of professionalism will save it." — Denys Safonov, founder of Etcetera
We asked Denys what actually makes a team resilient and what definitely doesn’t.
How did you choose the first people for your team?
We picked the first people based on values and a shared understanding of how work should be done — what I personally believe is the right approach.
Are there principles that would keep you from working with someone, even if they’re highly skilled?
If the values and understanding of how work and communication should happen don’t match ours — we don’t care how skilled they are. It’ll just lead to constant friction and problems.
How did the team handle uncertainty and pressure during crises — and there were many…?
What can I say… everyone reacts differently. Every person needs time to adapt to new conditions. And our approach is based on giving them that space and time to adjust.
What helped you stay together during the toughest times?
That we chose people who shared similar values, interests, and views on work, and on life in general. That’s what held us together.
How do you know when someone on the team is close to burnout or struggling?
We have a “one-to-one” system. Our HR talks to every team member at least once a month. Like, real conversations — heart-to-heart — to understand how they’re doing.
What communication practices help maintain connection in a remote team?
We have some basic communication rules that help us stay in sync and make sure everyone feels heard and understood. These were created specifically for a distributed team and account for most of the typical challenges.
What would you advise someone building a team in today’s turbulent world?
Clarity. Clear processes. Clear roles. Clear expectations. Who’s responsible for what, who does what, and what results are expected. Without that, it’s chaos.
What’s a mistake you wouldn’t want to repeat?
The worst situation is when personal relationships become more important than the shared rules and work culture. That’s when you get those “under the table” decisions — sure, something might get resolved short-term, but long-term it breaks the system.
What do you think is critical for a team’s survival in 2025?
Same thing as in any other year — balance.
There’s no magic formula or checklist in this interview — just lived experience. These rules, processes, and ways of communicating — they’re not “corporate policy.” They’re choices. They’re investment. They’re the invisible foundation that shows up everywhere: in the team atmosphere, in who we hire, and in the results we deliver.
“Some people have only heard legends about our team. I see it in their eyes — how impressed they are, how they think we’re magical unicorns on Upwork. And honestly, Denys, without you, that magic wouldn’t exist.” — Tori, HR at Etcetera
Over the years, Denys hasn’t just built a team. He’s built a culture people want to stay in. And that’s the real value.
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