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What small Thai businesses actually run on
Interviews with owners about the tools behind their operations — and why the barrier to changing them is rarely money.
Over a year of first conversations with prospective clients we kept notes on one question: what does the business run on today? This is a write-up of those notes, anonymised, with the patterns we saw.
The short version
Chat apps and spreadsheets are the operating system, almost everywhere.
Owners are not resisting software; they are resisting the risk of a system they cannot see inside.
The projects that worked began by understanding the existing arrangement, not by replacing it.
A qualitative study from a studio’s own conversations, not a survey with a sample size. Read it as field notes.