Copyright forbes
The most disruptive startups today aren’t necessarily the flashiest. They aren’t chasing every headline-grabbing tech trend or cobbling together bloated software stacks in the name of innovation. Instead, they’re quietly reengineering how businesses operate — using automation, data, and empathy to eliminate friction, streamline operations, and create smoother, more human customer experiences. It’s a form of digital transformation that doesn’t scream for attention but earns it by working better. And for founders in early or growth stages, this new model offers something even more valuable than scale: clarity. Entrepreneurs like Pablo Fernandez, CEO of Big Rentals, and Dave Borsh, Founder and Chief Marketing Officer of Giga-Mint, are part of a growing wave of tech-forward founders who are rejecting complexity in favor of intentional, lean, and people-centered transformation. Their approach doesn’t start with technology. It starts with pain points. The tools come later, and only if they solve real problems. Think Like an Engineer Before You Think Like a Manager Fernandez, who leads a startup transforming the rental equipment industry, believes startups should treat workflows like code: Build them to run without constant human intervention. “The fastest way to disrupt a traditional industry is to turn every repeatable job into a workflow or an AI agent before you even think about hiring,” he says. That mindset helps Big Rentals move faster than legacy players weighed down by manual processes and analog habits. In industries where the norm is still phone calls, faxes, and handwritten invoices, Fernandez saw an opportunity to digitize not just the front end, but the flow of money and decisions throughout the business. “Quoting, pricing, bookings, payments, websites, and compliance — that’s where you get leverage and real speed.” And that speed doesn’t come at the expense of quality. Quite the opposite: Every meeting and customer interaction at Big Rentals is recorded, transcribed, and added to a proprietary knowledge base. It’s not just automation for automation’s sake; it’s a living, learning system that gets smarter over time. MORE FOR YOU Empathy First, Then Automation Digital transformation is about more than efficiency. For Borsh, whose company Giga-Mint works to make blockchain-based services accessible to non-technical users, the real breakthrough comes from making intimidating technologies feel friendly. “The startups that disrupt are the ones that simplify complex technology so ordinary people can actually use it,” he says. At Giga-Mint, empathy is the first design principle. That means listening — not just to customers’ requests, but to their confusion and frustration. “We built our tools to remove the pain points in outdated systems, not just replace them with newer ones,” Borsh explains. “Digital transformation succeeds when technology becomes invisible, and the human experience becomes effortless.” It’s a guiding principle that resonates across industries. Whether you're building in fintech, healthcare, education, or logistics, transformation isn't about adding layers of tech. It’s about removing friction so humans can do what humans do best: Solve problems, connect with each other, and build trust. Adopting Tools Isn’t the Same as Being Agile The temptation to “tool up” early is strong, especially for startups trying to look polished or keep up with competitors. But both founders warn against overengineering. Borsh says that every tool his team considers has to pass one key test: “Does it remove friction or add it?” The pressure to adopt new platforms can be intense, especially with investor expectations or media narratives pushing founders toward constant tech adoption. But Giga-Mint’s approach is different: Start lean, automate gradually, and ensure transparency. “Every system we use has to be simple enough that anyone on the team can understand it,” Borsh says. “Otherwise, you're just creating more maintenance than momentum.” Big Rentals takes a similar approach, but with a twist: They actually schedule time for experimentation. “We set aside time every week to test out new tools or automations,” Fernandez says. “Most people talk about staying agile, but you have to build it into your schedule or it just won’t happen.” That practice creates a culture of curiosity, not chaos. The team can try out emerging technologies without derailing operations, and over time, they get better at spotting what works and what doesn’t. It’s a disciplined version of agility that doesn’t rely on hype or urgency to drive innovation. Borrow the Blueprint, But Build It Your Way Both Borsh and Fernandez agree that large enterprises have valuable lessons to offer, especially around structure and documentation. “Startups can learn a lot from big companies when it comes to discipline,” Fernandez says. “Document your processes, give each one a clear owner, and check in on them regularly.” This level of structure may seem counterintuitive for a small team, but it prevents chaos from creeping in as the company scales. Still, the key advantage for startups is speed. “Don’t try to digitize everything at once,” Fernandez advises. “Focus on one workflow that’s slowing you down, fix it completely, and then move to the next.” Borsh emphasizes that startups shouldn’t try to mimic big companies outright. Instead, they should build flexible systems that can evolve. “Digital transformation isn’t a race to adopt everything; it’s about building a stack that grows with you, not ahead of you,” he says. That’s the edge small teams have. They can choose their tools and systems without being locked into legacy decisions or bloated infrastructure. As long as they remain disciplined about what they build (and why), they can maintain their speed and adaptability while gaining the stability of more mature organizations. From Complexity to Clarity Ultimately, the promise of digital transformation for entrepreneurs isn’t just about doing more — it’s about doing less of the wrong things. Automating what doesn’t require judgment. Delegating to AI what doesn’t require empathy. Documenting what’s repeatable, so people can focus on what isn’t. This is the essence of the next wave of startup innovation: a focus on clarity, usability, and deeply human-centered systems. The founders leading this shift aren’t trying to outpace the competition with louder messaging or more aggressive funding rounds. They’re just building better businesses, ones where the technology quietly works in the background and the people in front of it can finally breathe. Editorial StandardsReprints & Permissions
