Thought leadership for people who actually know about logistics
When you spend enough time on LinkedIn, or reading interviews in Industry magazines, you begin to realise that most of the executive content you see reads as if it was written by someone who’s never even set foot in a warehouse. And that’s because more often than not, it was.
We write for leaders in the WMS and 3PL world. We write in their voice, about the things that actually matter to their market. Things like billing disputes, implementation reality… the gap between what software promises and what it eventually delivers.
We’ve spent our careers inside the WMS industry, so we won’t need you to explain the concepts to us. And that means that less of your time is spent teaching someone the basics, and more of your time spent saying the things that only you can say.
How it works
You talk. We create. You approve what we write. Every arrangement starts with a voice session, so what goes out under your name sounds like you and not like a content mill. You review everything before it publishes, and you own all of it.
The kind of posts we could write for you:
On the reality of implementation:
Three weeks after our WMS go-live, our fill rate dropped off a cliff and I thought we’d destroyed the company.
We hadn’t, thank goodness.
But we had accidentally trained everyone on the system that the vendor demoed, rather than the one we’d actually built. The demo flow was great. Ours had three extra steps that we’d added six months earlier (for good reasons), and then forgotten about.
Fixing it took a day, but the lesson it offered is going to stick around for much longer.
Top Tip: if you’re mid-implementation, go and actually watch someone do their job. Not the trainer… go watch the person who starts their shift at 6am. Because that’s where you’re going to find out what’s really happening.
On billing and transparency
We lost a client last year – over 3 grand.
Not the amount. It was the argument about it that did it. Three months of back-and-forth over accessorials that no-one had agreed to up front, invoices had landed as bit of a surprise, and it ended up with two teams pointing fingers at each other.
By the time we’d sorted it, the relationship was over.
Most billing disputes aren’t about the money. They’re about the surprise.
So, we changed when we talked about that kind of thing.
Accessorials get agreed before peak, in writing. We keep a shared view of what’s been shipped. And there’s only one person each side who owns it, rather than an inbox.
Disputes do still happen. But I don’t dread month-end anymore.
On vendor selection and RFPs
Most WMS RFPs are written to make the buyer feel safe and not to find the right system.
People come up with about three hundred requirement lines, each one of those will be scored between one and five, and at the end of it, they’ll pick the vendor who said yes to the most things.
Just so you know, a “yes” in an RFP means “we have a checkbox for that,” and not necessarily “this works the way that you run your warehouse.”
I’ve stopped helping clients write long RFPs. Now, I help them write ones that’ve been built around the ten things that would actually break their operation – if the software got them wrong.
If you ask vendors to show you those ten things, live, with your data, the demo script will go right out the window (and so will half the vendors).
On brand relationships
Clients love to say they want a partner. Then they’ll send you a forecast that’s wrong by a solid 40% and act surprised when their peak goes sideways.
Partnership is about information that moves in both directions. I’ll tell a brand when their packaging is wrecking our pick rates. I expect them to tell me about the promotion they’re planning – before it starts, not after.
The clients who keep us at arm’s length don’t last. The ones who bring us in, you know, share the forecast, pick up the phone, treat us like part of their own operation – they stay for years.
We do the same job for both. The difference is the second lot actually let us do it well.
The Packages
Signal – from $1,500/month
This package is for the leader who wants to show up consistently and sound like themselves. We’ll have a monthly conversation to draw out your thinking, and then we’ll deliver eight LinkedIn posts a month written in your voice: opinions, lessons, and observations that will build your industry authority over time.
Authority – from $2,800/month
This option is for the leader who is intent on building a real online presence. Everything in Signal is included, but it’s increased to twelve to sixteen posts a month, plus one long-form piece each month. This can be an article or a deeper LinkedIn essay, designed to anchor your point of view and to give your audience something to remember you by.
Program – from $4,500/month
Our most comprehensive option, this is for the leader who wants their thought leadership to do their commercial work for them. It includes everything in Authority, plus regular long-form assets: whitepapers, guides, or a recurring article series. All of these resources are built around a deliberate narrative, with light strategy provided about what to publish and when. This is for when your content needs to open doors.
A note about what we don’t do
We don’t deliver AI slop that never actually says anything. We don’t recycle the same ten LinkedIn platitudes that everyone else is running. And we won’t ask you to put your name to something you don’t believe in.
If that’s the kind of content you’re after, you’re in the wrong place, sorry.
Let’s talk
We take on a small number of clients at a time so that we can deliver exactly what they need. If building your presence has been on your To Do list for a while, book a short call and we’ll show you what your feed could look like. Then it’s over to you.