When we launched Drumkit to bring AI-powered automation to freight brokerages, despite how much we already understood about logistics, we quickly realized there still was much to learn. That humbling realization became the first of many valuable lessons that have shaped our company’s journey so far.

Here are five key insights I’ve gained while building a freight tech startup.

1. Learn the Language Before Writing the Story

The freight industry has its own language, culture and unwritten rules. While you might think you understand logistics from reading industry reports or analyzing market data, the real knowledge comes from immersing yourself in the day-to-day operations of freight brokerages.

Each broker has a strength, a target customer, a method to the madness; understanding what makes each one unique is critical. Even broadly, simply figuring out that you want to build tools for truckload and not LTL brokerages is critical. You must be fluent in your jargon and crisp in your focus.

Pick your lane (no pun intended) and master it completely. Don’t try to be everything to everyone in logistics. The industry is too complex and nuanced for a one-size-fits-all approach.

2. Start Small, Think Big

Early on, we worked closely with just three forward-thinking brokers who were willing to take a chance on new technology. Instead of trying to build a solution for the entire market, we focused on solving their specific problems exceptionally well. At the end of the day, all brokers work with many of the same fundamentals with just a bit of variance. If you get it right, you will find someone else who has the same struggle.

By solving specific problems for specific customers, we built a foundation that could be adapted and scaled to serve the broader market. This focused approach allowed us to develop deep expertise and build features that matter to our users.

3. Focus on Solutions, Not Sales

In an industry full of skilled negotiators, trying to force a sale is a losing strategy. We learned to stop selling and start solving. Freight brokers deal with enough sales pitches every day – they don’t need another one. Instead, we focused on building genuine value into our product and letting the results speak for themselves.

When you solve real problems effectively, your customers become your best advocates. Their success stories and word-of-mouth recommendations have been far more valuable than any sales strategy we could have devised.

When you solve real problems effectively, your customers become your best advocates. Their success stories and word-of-mouth recommendations have been far more valuable than any sales strategy we could have devised.

4. Simplicity Is Your Competitive Advantage

In technology, there’s often a temptation to add more features, more options and more complexity. However, we’ve found that the opposite approach works better. Every feature we add must earn its place by demonstrating real value to our users. If a feature doesn’t make our customers’ lives meaningfully easier, it doesn’t make the cut. We’ve built a lot that’s left on the cutting room floor.

This commitment to simplicity has become one of our greatest strengths. In a world of increasingly complex software, our users appreciate technology that just works.

5. Embrace Market Reality

The freight market has its own rhythm, and no amount of technology can change that fundamental reality. During downturns, we’ve seen companies take two distinct paths: some retreat and cut costs across the board, while others use the opportunity to reevaluate and optimize their operations.

What we’ve learned is that market challenges often create the perfect conditions for operational innovation. Companies that use slower periods to invest in their technological infrastructure and streamline their processes often emerge stronger when the market recovers.

These lessons have shaped not just our product development but our entire company culture at Drumkit. In an industry as dynamic as logistics, success comes not from disrupting the existing ecosystem, but from understanding it deeply and building tools that enhance what already works.

The future of freight tech isn’t about replacing human expertise – it’s about amplifying it. Keeping these lessons in mind, we aspire to build technology that truly serves the industry rather than trying to reinvent it.

Dhruv is the CEO of Drumki based in Boston. Drumkit is the 2024 TIA Technovations Shark Tank winner. Want to learn more about Drumkit? Contact Dhruv at dhruv@drumkit.ai or visit https://www.drumkit.ai/