Where It All Began: How Frustration Gave Rise to Doois and Took Us to the World
Where It All Began: How Frustration Gave Rise to Doois and Took Us to the World
Doois wasn’t born from a meticulously calculated business plan. It emerged from a very real frustration—one that many of you, leaders and managers, have likely felt. Back in 2008, I, David Dieguez, was leading the technology area at Iniciativa Verde, a nonprofit organization I founded with three colleagues. My job was to hire and manage IT projects with various service providers. And, honestly, it wasn’t easy at all.
Delays were the rule, not the exception. Incomplete deliveries, solutions that didn’t match what we needed, blown deadlines… It was extremely frustrating. I realized there was a huge gap in the market: companies that truly understood the client’s needs, that delivered with quality, and that spoke the same language as the businesses.
It was in this context that the idea for Doois emerged. The proposal was simple yet ambitious: to build a company that would fill this gap, offering technology services that were, above all, efficient, reliable, and strategic. We started focused on nonprofits and companies in the carbon market, but we soon realized the problem was universal. Industries like fashion, home decor, design, and publishing made up our first group of clients because they urgently needed digital solutions that could reconcile design craftsmanship with engineering functionality. And from day one, we were remote—a trend that, years later, would become the global norm.
A Merchant’s Mindset and Grounded Growth
Entrepreneurship is in my DNA. My family has always been of merchants and salespeople, and I never imagined myself in any role other than of an entrepreneur. Watching my parents and grandparents go through ups and downs, shaped by the instability of the Brazilian economy, I learned a fundamental lesson: every step should be taken with great care. My priority has always been to mitigate risks and build on solid ground—even if that meant growth that, to some, might seem slower.
That prudence brought us to where we are today. Doois grew organically, on a firm foundation, which allowed us to have the agility and adaptability essential to navigating a constantly changing technology market. We’re not a “unicorn startup” chasing growth at any cost; we’re a company that values sustainability and long-term partnership.
Demystifying Technology: Our Purpose Is Your ROI
Today, many companies are bombarded by buzzwords and innovations that, in the end, don’t translate into real value. At Doois, our passion for innovation and knowledge has always had a bigger purpose: to demystify technology and make it accessible. There’s no point in using complex terms if the client doesn’t understand their impact on day-to-day operations.
That’s why we strive to be side by side with our clients. We dive into the reality of their operations, understand their pains and challenges, and only then translate innovation into concrete solutions. Our goal is to ensure that you, as decision-makers, understand not only the investment and timeline, but chiefly the value proposition, resource optimization, and tangible return on investment (ROI) that technology can bring. When the client feels that impact, innovation stops being a buzzword and becomes a real competitive advantage.
Our Culture: People First
For me, assembling a team is not just about hiring talent; it’s about building a tight-knit group of aligned people. There has to be a match in personal values even before technical skills. After all, we spend a large part of our day with our team, and that alignment is fundamental.
We value a culture of developing professionals. We invest time in selecting and training interns, and I often seek out those who clearly haven’t had an easy life. In my experience, these are the individuals who need the opportunity most and value it the most—who show a singular commitment to learning and growing. That dedication fuels our culture of continuous innovation and enables us to deliver high-quality results.
Connecting Globally: From Our Origins to the Netherlands
Technology is constantly evolving, and Doois keeps pace by combining innovation with simple, high-impact solutions. To lead in this global landscape, it’s essential to go beyond jargon. You have to understand how innovation applies to each client’s reality, ensuring the impact is real and resources are optimized.
Today, Doois transcends our Brazilian origins, with solutions implemented across Latin America, the United States, Europe, and Africa. We don’t believe in one-size-fits-all strategies. The key to our expansion has always been strategic local partnerships, which allow us to understand cultural and market differences in each region. A year and a half ago, we took an important step by establishing a strategic presence in the Netherlands. This move is not just geographic expansion; it’s the consolidation of our ability to innovate and make an impact in international contexts while maintaining our sensitivity and adaptability.
The Real Value of Technology
At the end of the day, Doois is not defined by the technology we implement, but by the strategic value we generate. My vision has always been to build efficient bridges: between design and functionality, between the complexity of the challenge and the simplicity of the solution, and, fundamentally, between the client’s vision and measurable business impact.
Technology is a vector—a powerful tool. But it’s people, processes, and culture that set the direction. That’s what allows us to transform strategic visions into real value and consistent results in the digital market. And that is what Doois, with the team I have built and the partnerships we have cultivated, continues to do.