🎣 Freight Tech Alone Can’t Save You

Ryan Schreiber, Chief Growth Officer at Metafora, shares why tools and AI can’t fix a flawed business strategy, why constant “grinding” is often a sign of inefficiency rather than productivity, and his advice on building genuine industry relationships.

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The Strategy Gap That Makes Freight Tech Fail

We recently sat down with Ryan Schreiber at this year's Manifest Conference in Las Vegas to discuss strategy, relationships, and the role of AI in logistics. Ryan is the Chief Growth Officer at Metafora, a technology consulting firm focused on transportation, logistics, and supply chain.

With over 15 years of experience in the industry, Ryan spent the majority of that time as an operator—founding and scaling multiple transportation and freight tech companies before joining Metafora.

His journey, however, didn’t follow a traditional roadmap. Ryan started in a variety of roles, learning firsthand what truly mattered, and realizing early on that hard work alone doesn’t equal success.

“I work incredibly hard, don’t get me wrong. I’m on the road 80% of the time, but I’m not proud of that. It’s because I’m inefficient."

That inefficiency, he realized, wasn’t a badge of honor—it was a sign that something in the process or strategy was off.

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Grinding constantly doesn’t make you productive—it often makes you inefficient.

Ryan also emphasizes the importance of building relationships. At industry events, he’s noticed that the most successful people don’t start with a sales pitch—they lead with questions, learn about the other person’s business, and try to understand their challenges.

Networking isn’t about closing a deal right away. It’s about planting seeds: leaving a good impression, putting a face to a name, and letting relationships grow organically.

As for career growth, Ryan adds, it doesn't come from asking, “What job do I want?” Instead, ask yourself, “What do I actually enjoy doing?” For him, that meant focusing on technology, networking, problem-solving, and spending time out of the office.

"Be honest with yourself about what you actually enjoy or are looking to do. I would say that's the first thing.

When asked what people most often misunderstand about AI, Ryan says the problem is more business strategy than it is technology related. Many companies chase “easy button” solutions without understanding the real issue.

Still, he sees real benefits. Through thoughtful use of AI, large companies gain efficiency and market share, while smaller ones solve cash flow challenges and scale growth.

“There are material benefits that folks are seeing. I think it’s going to be a long time before it puts anyone out of business for not doing it, or not doing it right or well.”

Ryan’s message is simple: focus on mindset, relationships, and thoughtful strategy first, and let technology serve as a tool—not a crutch.

Listen to the episode on Spotify and Apple Podcasts, or watch the interview on YouTube.

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