Alex Perovich is the founder of Think Simplicity and a former Microsoft developer who built a hotel communication platform from the ground up with a singular focus: solving real operational challenges in hospitality. He began Think Simplicity in 2005, and has spent nearly two decades working directly with hotel owners and operators to modernize how their teams communicate. Early on, Alex recognized that traditional PBX systems—and even many early hosted solutions—were not designed for the realities of hotel operations. Instead of adapting legacy infrastructure, he took a different approach: building a cloud-based communication system for hotels well before cloud PBX became mainstream. His work has focused on eliminating the inefficiencies caused by disconnected vendors, limited integ...