There’s a particular kind of joy in watching someone’s eyes light up when they realize that a tedious task they’ve been wrestling with can be simplified—or even automated—into a few clicks. Recently, I had the pleasure of experiencing this firsthand with a couple of friends who run a computer hardware business in Tartu.

They handle everything from selling and repairing to renting out computer equipment. Over the years, I’ve casually brought up the idea of automating some of their processes. Each time, it felt like trying to explain the allure of jazz to someone who only listens to heavy metal—not much resonance there.