This is not a manifesto.
Mostly.
I. modern tools don't like medieval workflows
The Digital Transformation era started with the right idea.
Move to the cloud. Modernize the stack. Hope the team figures it out.
But somewhere between the SaaS shopping spree and yet another committee to ‘rethink how we work’, something broke.
Instead of progress, most companies got modern tools duct-taped to legacy habits—and a few expensive decks from consultants who never opened the apps they recommended.
CRMs no one logs into. IM threads pretending to be systems. “Automation” that depends on Todd forwarding the right email and Susan pasting the same data into five different spreadsheets.
Meanwhile, AI and automation matured. Quietly. And they don’t work well with disconnected software, scattered data, and workflows held together by habit.
The problem isn’t the people—it’s the patchwork of systems wrapped around them.
II. MAKE YOUR BUSINESS A MACHINE, NOT YOUR PEOPLE
Most teams aren’t inefficient because they’re lazy.
They’re inefficient because the systems around them are disjointed.
Workflows no one truly designed. Tools no one owns. Habits no one questions.
So you become reliant on people patching gaps.
Meetings get longer.
More heads get hired to keep things moving.
And all of it hides the real issue: the way the work is structured doesn’t work as well as it could.
If your business relies on individuals to carry a lot of context in their heads, you’re not scaling—you’re surviving.
Modern companies win by building systems that handle the busywork.
That route messages, sync data, guide (or automatically complete) process, and give people time to do what they’re actually good at and enjoy.
That means stepping back—not just to pick the right tools, but to design the way your operations function.
And that’s where we come in.
We don’t start with AI. We don’t start with automation.
We start with your workflows, your bottlenecks, your goals.
Then we design & implement modern systems that can carry the weight.
III. YOUR SOFTWARE WON’T SAVE YOU
Buying tools is easy.
Making them work together is not.
The challenge isn’t really choosing between HubSpot and Salesforce.
It’s building the logic, the flows, and the governance that let your team work with the software, not around it.
You don’t need more apps. You need process clarity, shared systems, and automation that doesn’t break every time someone takes a vacation.
Digital transformation should’ve meant:
• Clean operations
• Integrated systems
• Clear, repeatable workflows
• Tech that accelerates instead of frustrates
Instead, most companies got more tech debt—and a few more dashboards.
If your team is still jumping between tools to get basic work done, AI won’t help. It’ll just accelerate the mess.
Automation only works when the foundation does.
We help teams build that foundation—so tools actually talk, workflows actually flow, and your people can move faster, smarter, and with less noise.
IV. BUILD MORE MEANINGFUL CONNECTIONS
The original switchboards weren’t glamorous—but they were revolutionary.
A simple network of connections that made communication fast, direct, human.
That’s still the work.
Today, it’s not just phone lines—it’s people, tools, data, and decisions.
The challenge is stitching them together in ways that move quickly and make sense.
That’s where we come in.
We design systems built for speed and built for people.
Because as AI accelerates, the real progress is still made through connection.
TEAM
Meet the founders
I was (and still am) a Mario Kart kid. There's nothing more satisfying than getting those 🍄 boosts and finding hidden shortcuts.
I’ve always been drawn to finding more efficient solutions that help us work better and more intuitively. Having worked in organizations of all shapes and sizes–from the scrappy startups to the structure of large enterprise and government, I’ve loved breaking down complex problems, pushing for simpler and more intuitive ways of working and embracing innovation.
I’ve worn many hats across HR, Marketing, Finance, Project Management and Operations–all of which has led me to Switchboard, an agency built to support small businesses with their operational challenges and leverage the power of automations and emerging tech to stay competitive and thrive.
I was a SimCity kid. While friends wanted to play Mario, I loved building structure both literally and digitally.
My career was shaped by this fascination from Business Analyst to Project Management roles at places like IBM on large-scale government projects or MetaLab with clients like Amazon & Uber before moving into Operations & IT leadership roles, my love of pairing tech and people has only grown which lead to co-founding Switchboard with Jo.
I've shared more about all things operations, automation, and AI here:
• Think Like an Owner podcast
• StepChange podcast
• Notion's blog (and in the NYT about Notion)
A bit of what makes us...us
Real over rhetoric
We're about action, not just advice. We commit to making tangible changes, not just creating endless meetings.
We get in your shoes
We dive deep into understanding your business, ensuring our solutions are tailored for you.
A culture of curiosity
We're all about the learning journey. Our team consistently sharpens their skills to serve you the freshest solutions.
Efficiency focused
We prioritize lean processes to deliver maximum value in minimum time.
Communication is key
We're big believers in proactive communication. Keeping you in the loop is our jam, but we won't bog you down.
Partner, not provider
We’re a strategic partner, not just a service provider. Your success is our success.
Automate now, lead tomorrow
Let us sweat the "what" and "how" for you
Leave the complex workflow and process design to us, so you can focus on what's next.
Accelerate with turnkey solutions
We provide comprehensive setup for your automations, data systems and essential tools, ensuring a seamless, no-code integration.
Simplify tools, amplify outcomes
Our team handles the details, ensuring smooth and seamless change management & adoption so your team isn't overwhelmed with advancement.
