{"id":10749,"date":"2026-03-13T16:08:25","date_gmt":"2026-03-13T20:08:25","guid":{"rendered":"https:\/\/www.thelogisticsoflogistics.com\/?p=10749"},"modified":"2026-03-13T16:08:25","modified_gmt":"2026-03-13T20:08:25","slug":"freight-tech-strategy-avoiding-the-implementation-trap-with-jbfs-brad-forester","status":"publish","type":"post","link":"https:\/\/www.thelogisticsoflogistics.com\/freight-tech-strategy-avoiding-the-implementation-trap-with-jbfs-brad-forester\/","title":{"rendered":"Freight Tech Strategy: Avoiding the Implementation Trap with JBF&#8217;s Brad Forester"},"content":{"rendered":"<div class=\"fusion-fullwidth fullwidth-box fusion-builder-row-1 fusion-flex-container nonhundred-percent-fullwidth non-hundred-percent-height-scrolling\" style=\"--awb-border-radius-top-left:0px;--awb-border-radius-top-right:0px;--awb-border-radius-bottom-right:0px;--awb-border-radius-bottom-left:0px;--awb-flex-wrap:wrap;\" ><div class=\"fusion-builder-row fusion-row fusion-flex-align-items-flex-start fusion-flex-content-wrap\" style=\"max-width:1144px;margin-left: calc(-4% \/ 2 );margin-right: calc(-4% \/ 2 );\"><div class=\"fusion-layout-column fusion_builder_column fusion-builder-column-0 fusion_builder_column_1_1 1_1 fusion-flex-column\" style=\"--awb-bg-size:cover;--awb-width-large:100%;--awb-margin-top-large:0px;--awb-spacing-right-large:1.92%;--awb-margin-bottom-large:0px;--awb-spacing-left-large:1.92%;--awb-width-medium:100%;--awb-spacing-right-medium:1.92%;--awb-spacing-left-medium:1.92%;--awb-width-small:100%;--awb-spacing-right-small:1.92%;--awb-spacing-left-small:1.92%;\"><div class=\"fusion-column-wrapper fusion-flex-justify-content-flex-start fusion-content-layout-column\"><div class=\"fusion-text fusion-text-1\"><p><span data-teams=\"true\">In \"Freight Tech Strategy: Avoiding the Implementation Trap with JBF's Brad Forester\", <a id=\"menurd5e\" class=\"fui-Link ___1q1shib f2hkw1w f3rmtva f1ewtqcl fyind8e f1k6fduh f1w7gpdv fk6fouc fjoy568 figsok6 f1s184ao f1mk8lai fnbmjn9 f1o700av f13mvf36 f1cmlufx f9n3di6 f1ids18y f1tx3yz7 f1deo86v f1eh06m1 f1iescvh fhgqx19 f1olyrje f1p93eir f1nev41a f1h8hb77 f1lqvz6u f10aw75t fsle3fq f17ae5zn\" title=\"https:\/\/www.linkedin.com\/in\/josephlynchjr\/\" href=\"https:\/\/www.linkedin.com\/in\/josephlynchjr\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"V\u00ednculo Joe Lynch\">Joe Lynch<\/a> and <span class=\"x_MsoHyperlink\"><a href=\"https:\/\/www.linkedin.com\/in\/bradforester\/\" target=\"_blank\" rel=\"noopener noreferrer\" data-auth=\"NotApplicable\" data-linkindex=\"11\">Brad Forester<\/a><\/span>, <span class=\"TextRun SCXW28897156 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW28897156 BCX0\">Founder and Managing Partner of JBF Consulting<\/span><\/span>, discuss the critical need for a strategic roadmap to ensure logistics technology delivers real ROI rather than becoming a costly mistake.<\/span><\/p>\n<p><span data-teams=\"true\">\u00a0<iframe style=\"border: none;\" title=\"Embed Player\" src=\"https:\/\/play.libsyn.com\/embed\/episode\/id\/40420035\/height\/192\/theme\/modern\/size\/large\/thumbnail\/yes\/custom-color\/4c4ca4\/time-start\/00:00:00\/playlist-height\/200\/direction\/backward\/download\/yes\/font-color\/FFFFFF\" width=\"100%\" height=\"192\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/span><\/p>\n<h2><strong>About Brad Forester<\/strong><\/h2>\n<p><span class=\"TextRun SCXW28897156 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW28897156 BCX0\"><span data-teams=\"true\"><span class=\"x_MsoHyperlink\"><a href=\"https:\/\/www.linkedin.com\/in\/bradforester\/\" target=\"_blank\" rel=\"noopener noreferrer\" data-auth=\"NotApplicable\" data-linkindex=\"11\">Brad Forester<\/a><\/span><\/span> is the Founder and Managing Partner of JBF Consulting, bringing more than 25 years of leadership experience in transportation strategy, <\/span><span class=\"NormalTextRun SCXW28897156 BCX0\">logistics<\/span><span class=\"NormalTextRun SCXW28897156 BCX0\">\u00a0technology, and supply chain transformation. A recognized industry expert, Brad has\u00a0<\/span><span class=\"NormalTextRun SCXW28897156 BCX0\">advised<\/span><span class=\"NormalTextRun SCXW28897156 BCX0\">\u00a0Fortune 500 companies and high-growth brands on complex global transportation initiatives, from network design and technology selection to implementation and value realization. His background spans senior roles in consulting, software, and shipper operations, giving him a uniquely balanced perspective on strategy and execution. Brad is a frequent industry speaker and thought leader on TMS, visibility, and\u00a0<\/span><span class=\"NormalTextRun SCXW28897156 BCX0\">logistics<\/span><span class=\"NormalTextRun SCXW28897156 BCX0\">\u00a0innovation.<\/span><\/span><span class=\"EOP SCXW28897156 BCX0\" data-ccp-props=\"\">\u00a0<\/span><\/p>\n<h2 class=\"x_MsoNormal\"><b>About JBF Consulting<\/b><\/h2>\n<p class=\"x_MsoNormal\"><a href=\"https:\/\/jbf-consulting.com\/\" target=\"_blank\" rel=\"noopener noreferrer\" data-auth=\"NotApplicable\" data-linkindex=\"5\">JBF Consulting<\/a> <span data-olk-copy-source=\"MessageBody\">is a leading\u00a0logistics\u00a0strategy advisory and technology integration firm that partners with shippers to transform their\u00a0logistics\u00a0and supply chain execution operations. We empower clients to achieve operational efficiency and scalable, sustainable value through strategy development, roadmap orchestration, unbiased technology\u00a0selection, expert implementation, data-driven insights, and ongoing managed services. For over two decades, our client-centric approach and\u00a0alliances\u00a0with best-of-breed solution providers have ensured that every strategy and solution we deliver drives measurable impact, long-term success, and customer satisfaction.\u00a0<\/span><\/p>\n<h2><strong>Key Takeaways: Freight Tech Strategy: Avoiding the Implementation Trap<\/strong><\/h2>\n<ul class=\"ul1\">\n<li class=\"li1\"><span data-teams=\"true\">In \"Freight Tech Strategy: Avoiding the Implementation Trap with JBF's Brad Forester\", Joe Lynch and <span class=\"x_MsoHyperlink\">Brad Forester<\/span>, <span class=\"TextRun SCXW28897156 BCX0\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW28897156 BCX0\">Founder and Managing Partner of JBF Consulting<\/span><\/span>, discuss the critical need for a strategic roadmap to ensure logistics technology delivers real ROI rather than becoming a costly mistake.<\/span><\/li>\n<li class=\"li1\">The Trap is Set Early: Implementation failures (going over budget or missing ROI) are usually symptoms of a missing strategy months prior, rather than errors made during the setup itself.<\/li>\n<li class=\"li1\">Strategy as Insurance: Investing just 1% to 2% of your budget in a strategic assessment acts as an insurance policy, potentially mitigating up to 80% of common implementation risks.<\/li>\n<li class=\"li1\">\"Slow is Steady, Steady is Fast\": Rushing to execute without \"future-casting\" (planning for growth or acquisitions 5\u201310 years out) leads to the \"$10 million mistake\"\u2014having to rip out and replace a system that no longer fits.<\/li>\n<li class=\"li1\">Create a Shipper Profile: Use a \"matchmaking\" approach to tech. A tool that works for a retail giant might fail for a bulk chemical shipper; you must find the specific vendor that matches your unique mode mix.<\/li>\n<li class=\"li1\">The Hybrid Tech Trend: Large shippers are increasingly owning the software and data while outsourcing physical operations, allowing them to switch 3PLs without losing their historical data or visibility.<\/li>\n<li class=\"li1\">Beware of Shiny Objects: Avoid \"AI for AI's sake.\" Don't buy a hammer and then go looking for a nail; ensure any new tech solves a defined problem statement rather than just chasing industry hype.<\/li>\n<li class=\"li1\">Phase Two is a Myth: Brad warns that \"Phase Two never comes.\" If you don't build the necessary capabilities into the initial launch, the project often stalls at 75% completion, and the promised ROI is never realized.<\/li>\n<\/ul>\n<h2 class=\"x_MsoNormal\"><b>Learn More About Freight Tech Strategy: Avoiding the Implementation Trap<\/b><\/h2>\n<p class=\"x_MsoNormal\"><span class=\"x_MsoHyperlink\"><a href=\"https:\/\/www.linkedin.com\/in\/bradforester\/\" target=\"_blank\" rel=\"noopener noreferrer\" data-auth=\"NotApplicable\" data-linkindex=\"11\">Brad Forester | LinkedIn<\/a><\/span><\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/company\/jbf-consulting\/\">JBF Consulting | LinkedIn<\/a><\/p>\n<p class=\"x_MsoNormal\"><span class=\"x_MsoHyperlink\"><a href=\"https:\/\/jbf-consulting.com\/\" target=\"_blank\" rel=\"noopener noreferrer\" data-auth=\"NotApplicable\" data-linkindex=\"13\">JBF Consulting<\/a><\/span><\/p>\n<p class=\"x_MsoNormal\"><a href=\"https:\/\/www.thelogisticsoflogistics.com\/freight-tech-trends-with-mike-mulqueen\/\" target=\"_blank\" rel=\"noopener noreferrer\" data-auth=\"NotApplicable\" data-linkindex=\"14\">Freight Tech Trends with Mike Mulqueen<\/a><\/p>\n<p class=\"x_MsoNormal\"><span class=\"x_MsoHyperlink\"><a href=\"https:\/\/www.thelogisticsoflogistics.com\/freighttech-for-fortune-500-shippers-with-brad-forester-and-mike-mulqueen\/\" target=\"_blank\" rel=\"noopener noreferrer\" data-auth=\"NotApplicable\" data-linkindex=\"15\">FreightTech for Fortune 500 Shippers with Brad Forester and Mike Mulqueen<\/a><\/span><\/p>\n<p><a href=\"https:\/\/www.thelogisticsoflogistics.com\/freighttech-reality-check-with-brad-forester\/\">FreightTech Reality Check with Brad Forester<\/a><\/p>\n<h2 class=\"fusion-responsive-typography-calculated\" data-fontsize=\"30\" data-lineheight=\"33px\"><strong>The Logistics of Logistics Podcast<\/strong><\/h2>\n<ul>\n<li>If you enjoy the podcast, please leave a positive review, subscribe, and share it with your friends and colleagues.<\/li>\n<li>The Logistics of Logistics Podcast:\u00a0<a href=\"https:\/\/podcasts.google.com\/?feed=aHR0cHM6Ly90aGVsb2xwb2RjYXN0LmxpYnN5bi5jb20vcnNz\">Google<\/a>,\u00a0<a href=\"https:\/\/podcasts.apple.com\/us\/podcast\/the-logistics-of-logistics-podcast\/id1409735368\">Apple<\/a>,\u00a0<a href=\"https:\/\/www.thelogisticsoflogistics.com\/\">Castbox<\/a>,\u00a0<a href=\"https:\/\/open.spotify.com\/show\/2R6BcnTSREZ7fOx9EIoI36?si=9SxorwsJTOicUq7hOEQaYQ\">Spotify<\/a>,\u00a0<a href=\"https:\/\/www.stitcher.com\/podcast\/dancewaves\/the-logistics-of-logistics\">Stitcher<\/a>,\u00a0<a href=\"https:\/\/player.fm\/series\/the-logistics-of-logistics-podcast\">PlayerFM<\/a>,\u00a0<a href=\"http:\/\/tun.in\/pi548\">Tunein<\/a>,\u00a0<a href=\"https:\/\/www.podbean.com\/podcast-detail\/dtyrb-7364a\/The-Logistics-of-Logistics-Podcast\">Podbean<\/a>,\u00a0<a href=\"https:\/\/www.owltail.com\/podcast\/23776-The-Logistics-of-Logistics-Podcast\/episodes\">Owltail<\/a>,\u00a0<a href=\"https:\/\/directory.libsyn.com\/shows\/view\/id\/thelolpodcast\">Libsyn<\/a>,\u00a0<a href=\"https:\/\/overcast.fm\/itunes1409735368\/the-logistics-of-logistics-podcast\">Overcast<\/a><\/li>\n<li><a href=\"https:\/\/www.youtube.com\/channel\/UCQPVXYJLkj3mIceUYPIOedA\">Check out The Logistics of Logistics on Youtube<\/a><\/li>\n<\/ul>\n<\/div><\/div><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":251,"featured_media":10752,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_bbp_topic_count":0,"_bbp_reply_count":0,"_bbp_total_topic_count":0,"_bbp_total_reply_count":0,"_bbp_voice_count":0,"_bbp_anonymous_reply_count":0,"_bbp_topic_count_hidden":0,"_bbp_reply_count_hidden":0,"_bbp_forum_subforum_count":0,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[1012,991,988,711,709],"tags":[],"class_list":["post-10749","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-logistics","category-podcast","category-supply-chain","category-technology","category-transportation"],"featured_image_src":"https:\/\/www.thelogisticsoflogistics.com\/wp-content\/uploads\/2026\/03\/featuuure-image.png","author_info":{"display_name":"Nathalie 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