Some projects change the way you see your own work. This was one of them.
Years ago, I worked for a freight forwarder.
I went in thinking I understood how sales worked. I came out realising freight forwarding has its own rules entirely – multi-stakeholder, time-sensitive, with pricing and sales negotiating internally while leadership flies blind on visibility.
It doesn't fit neatly into a standard CRM. And most teams stop there – they blame the tool.
I took a different approach. I mapped the actual process: how deals moved, where handoffs broke, what leadership actually needed to see. Then I rebuilt the workflow around that reality.
I still remember the moment the Sales VP saw their transformed process in their CRM.
His face lit up with excitement and relief. Like something that had been blurry for years had finally come into focus.
That moment stayed with me.
I've since worked across other industries, but I kept coming back to this world – freight forwarding, logistics – because the complexity is real and the impact of getting it right is immediate.
When a team stops fighting their CRM and starts trusting their pipeline, you feel it in the room.
That's the work. That's what I do.