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. Connect the tools. Hope everyone figures it out.

But somewhere between the SaaS shopping spree and yet another workshop to "reimagine collaboration," most companies ended up with modern tools wrapped around medieval workflows.

CRMs no one updates. Slack or Teams threads pretending to be process. "Automation" that still depends on forwarding the right email or copying data between five spreadsheets.

The tools changed. The work didn't.

And now AI is here, and it's genuinely useful, but it doesn't work well with:
• Disconnected systems
• Scattered data
• Workflows held together by habit and hope

The problem isn't the people. It's the patchwork of systems wrapped around them. And it's fixable.

II. MAKE YOUR BUSINESS A MACHINE, NOT YOUR PEOPLE

Most teams aren't slow because they're lazy.

They're slow because nothing is connected. Workflows no one designed. Tools no one owns. Habits no one questions.

So you rely on people to patch the gaps. Meetings get longer. More heads get hired just to keep things moving. And everyone's drowning in context they have to carry in their heads.

That's not scaling. That's surviving.

Modern companies win by building systems that handle the repetitive work. Systems that route messages, sync data, guide process, and give people time to do what they're actually good at and what they enjoy.

The wins are available now. Real automation, today, gives you faster cycles, fewer errors, and teams that aren't buried in admin work.

And as AI gets smarter? You'll already have the foundation it needs. Clean data. Connected systems. Structured workflows. Sources of truth.

We don't start with AI. We start with your operations, your bottlenecks, your goals. Then we design and implement the systems that let you move faster now and scale smarter later.

III. YOUR SOFTWARE WON’T SAVE YOU

Buying tools is easy. Making them work together is not.

The real challenge isn't choosing between platforms. 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
• Systems that talk to each other
• Workflows that don't break when someone's out
• Automation you can trust

Digital transformation should've meant faster operations and less friction.

Instead, most companies got more tech debt and a few more dashboards nobody checks.

Here's the thing: the automation wins are real and they're available right now. Connected systems, clean data flows, repeatable processes. That stuff pays dividends today.

And it's exactly what AI needs to deliver on its promise tomorrow. Because AI learns from data, relies on structure, and accelerates what already works.

We help teams build that foundation, so tools actually talk, workflows actually flow, and your people can move faster 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

Joanna Li - Co-Founder, Switchboard
Jo

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.

Justin

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)

WHY SWITCHBOARD

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.

The Switchboard Advantage

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.

We write a bi-weekly, no fluff newsletter
for SMB execs & operators.