The operating system of ambition

1. Why we started dear digital

We never set out to build a tech company. We were just trying to grow our own.

Back when we were scaling our ergonomic furniture business, technology quickly revealed itself as both the biggest bottleneck and the greatest accelerator. We had just been acquired by an American player. That meant migrating from Shopify Plus to Magento, and from Odoo to NetSuite. It also meant frustration. Lots of it.

That’s when we realized something: technology isn’t just a tool.
It’s the operating system of your company.

2. What we noticed early on

In the early days, two systems quietly did their job, without fanfare:
Shopify ran our online sales.
Odoo ran the business behind the scenes.

They were reliable. Extendable. Understandable.
We didn’t choose them because they were fashionable — we chose them because they worked.

Only later did we realize: we had stumbled into something smart.
A hybrid. A blend. A two-speed system.

3. Two speeds, one business

Speed One: the core. Operational software like Odoo. It’s where invoices are issued, stock is tracked, and people get paid. This is the heartbeat — it has to be calm, dependable, and stable.

Speed Two: the edge. Tools like Shopify. It’s where customers click, markets shift, and the brand comes alive. It needs to be nimble, iterative, and fast.

You don’t want one speed. You need both.

4. The false promises of extremes

You’ll hear people preach MACH architecture microservices, APIs, headless everything. It sounds good. In practice? It’s overkill for 90% of growing companies. Too complex. Too brittle. Too expensive to maintain.

On the other side: the all-in-one suite. Feels safe at first. Until you need to move faster than your software lets you. Until you’re working around the system instead of with it.

Small and medium-sized businesses don’t need ideology. They need architecture.

5. The hybrid we believe in

Since launching dear digital, we’ve seen the same pattern play out again and again:

• An event company uses Odoo + Eventbrite
• A digital brand combines Odoo + Shopify
• A B2B scale-up connects Odoo + HubSpot
• A manufacturer plugs in Odoo + MES

Different industries, different needs, but the same underlying strategy:
Odoo as the backbone.
Best-of-breed tools at the edge.
A composable suite, done with care.

6. Software is your workflow

Here’s what we believe:
• Every manual task is a tax on your team.
• Every workaround is a slow-burning risk.
• Every disjointed system makes your data less useful.

When your tech stack is broken, your business feels it.
When it’s connected, clean, and scalable your business flows.

You cannot scale chaos. You can only scale clarity.

7. In the Age of AI, architecture matters more

AI isn’t a magic wand.
It’s a magnifier.

If your systems are clean and connected, AI multiplies your insight, your speed, your edge.
If they’re messy and fragmented, it multiplies your noise.

That’s why now, more than ever, architecture needs to be simple.
You don’t need 100 tools.
You need the right core, the right edges, and a strategy to bind them together.

8. Closing thoughts

We don’t chase trends. We chase what works.
We don’t believe in over-engineering. We believe in clarity.
We don’t sell software. We help businesses build the system that runs everything else.

This is not about Odoo or Shopify or HubSpot.
It’s about choosing tools that let you grow and an architecture that won’t break when you do.

We build the operating systems behind ambitious companies.
With speed. With stability. With structure.