In this episode of Made it in Thailand, I had the pleasure of speaking with Joana Button and Damian Sutton, a power duo who moved from Australia to Thailand and successfully established thriving businesses. Joana shares her transition from the travel industry to founding Simple Scalable Solutions and the Scalify platform, while Damian delves into his passion for Agile methodologies and his role as a technology leader. Together, they discuss the challenges of cultural adaptation, the importance of data-driven decision-making, and their mission to simplify technology for small businesses. Join us for a compelling conversation filled with insights, experiences, and invaluable advice for anyone looking to find success in Thailand.
Building agile leadership in Thailand’s tech scene demands adaptability, cultural integration, and a focus on empowerment to scale innovative solutions amid rapid growth and talent opportunities. Here are five key insights from our conversation with Joana Button and Damian Sutton of Simple Scalable Solutions and Scalifi, each addressing common challenges for expat entrepreneurs in Southeast Asia.
Joana and Damian’s application of Agile beyond software development is something more businesses need to understand. Agile isn’t just for engineering teams cranking out code. It’s a framework for organizational transparency, iterative improvement, and breaking down the silos that kill collaboration. They used Scrum to align their Australian startup across functions, and that same mindset applies to any business scaling in Thailand or SEA. Daily stand-ups, retrospectives, and visible workflows force teams to communicate, surface blockers early, and adapt quickly. The 20-30% productivity boost I’ve seen from Thai companies adopting these practices isn’t about working harder. It’s about eliminating confusion, aligning on priorities, and creating feedback loops that catch problems before they become disasters.
Their relocation story during COVID is a great example of turning uncertainty into opportunity. A lot of expats came to Thailand with rigid expectations and bailed when things didn’t match their mental picture. Joana and Damian committed to figuring it out, embracing the cultural differences, exploring the country, and building community. That two-year trial period mindset is smart because it gives you enough time to get past the initial frustrations and discover what actually works. Thailand’s “sabai sabai” pace can drive Type-A personalities crazy, but if you lean into it instead of fighting it, you find a different kind of productivity and quality of life. The country is full of hidden gems, but you only find them if you’re curious and patient.
The servant leadership approach they describe is exactly what Thailand’s tech scene needs more of. Hierarchical, command-and-control management doesn’t work well here, especially with younger, skilled workers who have options. Empathy, mentoring, and shared purpose build loyalty and unlock creativity in ways that top-down directives never will. The GWC framework—Get it, Want it, Capacity to do it—is a simple but powerful hiring filter. You need people who understand the role, are genuinely motivated to do it, and have the skills or aptitude to succeed. Miss any of those three, and you’re setting up both the hire and the team for frustration. Blending Western efficiency with Thai relational dynamics is the sweet spot, but it takes intentionality and cultural awareness.
Their BOI approval in five months is impressive and shows what’s possible when you align with Thailand’s strategic priorities. The government wants foreign investment in tech, innovation, fintech, medtech, and sectors that create jobs and transfer skills. If you can articulate how your business does that—like Joana and Damian emphasizing mentoring Thai developers—you’re in a strong position. Yes, the paperwork is heavy. Yes, you need detailed plans and patience. But the payoff of 100% ownership, tax exemptions, and streamlined visas is huge, especially compared to the complexity and risk of relying on Thai nominee structures. For foreign tech founders serious about building in Thailand, BOI is absolutely worth exploring.
Finally, Scalifi’s focus on simplifying fragmented tech stacks for SMEs addresses a real pain point. Small and medium businesses in Thailand and across SEA are drowning in disconnected tools, spreadsheets, and manual processes that kill visibility and slow decision-making. They don’t have the resources to hire integration specialists or build custom solutions, so they muddle through with duct tape and frustration. Scalifi’s approach of low-level integrations that go beyond surface-level connectors like Zapier is what actually solves the problem. Consolidating systems, automating data flows, and creating unified dashboards can cut operational costs by 40% and free up teams to focus on growth instead of administrative chaos. For any business scaling in Thailand’s competitive digital market, auditing your tech stack and ruthlessly simplifying is one of the highest-ROI moves you can make.
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