In this episode, we examine what truly makes it easy to start, run, and scale a business in a digital society. Ivar Merilo, serial entrepreneur and founder of Waybiller, explains how removing paper-based workflows and designing systems around shared data can eliminate entire layers of unnecessary work. He discusses why Estonia’s digital state and public–private cooperation create a uniquely supportive environment for innovation, what still needs to change in public procurement, and how AI is reshaping productivity without removing the need for human judgment.