Building Tech and Teams That Move Freight Forward - Live Interview at Manifest 2025

In this discussion

In my interview with Samantha Jones on her show Meet Me for Coffee, we cover these big topics:

• What makes a logistics tech product worth building?
• The growing role of automation and AI
• The barriers teams face with AI implementation
• How to structure teams for innovation.

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You can watch, listen, or read the breakdown.

Should every software idea exist?

Identifying the right ideas

Not every idea deserves to be built.

In logistics, companies often know they need better software but aren’t sure what’s actually worth investing in. Intermode helps companies answer this question by acting as an “innovation team for hire,” dropping into organizations to help them figure out which tools will make a real impact.

Business goals over trends

The key? Start with a business goal, not just a technology trend.

Instead of guessing, companies should work with teams that specialize in early-stage product validation before committing resources. If software doesn’t clearly improve efficiency, reduce costs, or create a competitive edge, it might not be the right investment.

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AI, automation, and the barriers to implement

The shift toward automation

One trend is impossible to ignore: automation.

Whether it’s AI-powered decision-making or streamlining manual workflows, the logistics industry is actively replacing inefficient processes with smarter tools. But it’s not as simple as it sounds to execute one.

Messy data is the barrier

Having data that is clean, accurate, organized, and accessible is vital for AI to be effective for any organization. Data stuck in silos or not filtered correctly can cause more problems than positive outcomes.

Implementing AI and automation

The conversation has shifted from if companies should automate to how they should do it.

“Everyone's talking about how to start automating manual processes.”

Logistics leaders are looking for solutions that make work more efficient without adding complexity. The challenge is integrating these tools in a way that complements, rather than disrupts, existing operations.

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Structuring teams for innovation

Why your IT department isn’t built for this

Many companies assume their internal IT department can handle building new software, but there's a major gap between maintaining systems and creating something entirely new. IT teams excel at keeping systems running, but they often lack the product development experience needed to design, build, and launch a solution from the ground up.

This leads to drawn-out timelines, misaligned features, and software that ultimately fails to address the core business problem. The result? Months or even years of effort spent on a solution that never fully delivers on its promise—costing time, money, and competitive advantage.

The role of small, agile teams

"Technology alone doesn’t drive transformation—teams do."

Small, agile teams are designed to move quickly, adapt easily, and maintain a tight focus on delivering results. They work closely with stakeholders to ensure that every feature developed aligns with real business needs.

By keeping team sizes small, companies can reduce bureaucratic overhead and maintain flexibility, allowing them to pivot when necessary without losing momentum.

Intermode partners with both startups and corporate innovation teams, helping them execute big ideas with small, focused teams.

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How Intermode works with companies for rapid software design and development

Many have described our approach as a “SEAL Team” for product development, embedding with companies to quickly test, build, and validate new logistics tech. This approach allows companies to move fast without needing to hire an entire internal team from scratch.

“We bring that rigor into the (logistics) space.”

Logistics companies should’t be building any software, but building the right software. Will it actually reduce cost and risk or increase revenue and efficiency? It should be focused on business outcomes, not innovation for “innovation” sake.

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What it all means

For logistics leaders, the path to innovation is clear: focus on solving real business problems, leverage automation wisely, and structure teams in a way that allows for rapid iteration.

"If you’re considering building new software, start by asking: Does this need to exist?"

And if so, what’s the best way to build it? The answers might just transform your business.

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Resources for innovating through software

Build vs Buy Software: Frameworks for Logistics Companies to Make the Right Technology Decisions

Deciding Which Innovative Ideas to Invest In

Case studies

Breakthrough - Planning and launching the Fuel Recovery platform

Trimble - Launching Engage Lane, an Award-Winning Freight Marketplace