Anthony Miller's LinkedIn Strategy, Founding…

The year is 2040. Freight forwarders have finally been replaced by Flexport who pivoted from digital forwarder to regular forwarder to AI forwarder. They still haven't found sustainable profitability…

34397147 viral

Supply Chain & Logistics8 months ago

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If I were handling CargoWise's new commercial model rollout (fiasco), I'd be embarrassed. 💲150% cost increase 💸35k/month increase with 3 days notice 🤖 Mandatory automation fee on invoices with no…

LinkedIn post image: If I were handling CargoWise's new commercial model rollout (fiasco), I'd be embarrassed.

140681634 viral

SaaS Pricing9 months ago

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This is what WiseTech Global does NOT want you to know 🤐 I'm telling you this straight because everyone else seems to be incentivized not to. ➡️ WiseTech want to keep you on CargoWise forever ➡️ Yo…

LinkedIn post image: This is what WiseTech Global does NOT want you to know 🤐

10068526 viral

Logistics Technology9 months ago

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Did you know that one single tech company is about to increase the cost of... EVERYTHING 😡 So if you're a logistics services provider or a shipper, regardless of your industry, you need to read this…

LinkedIn post image: Did you know that one single tech company is about to increase the cost of... EVERYTHING 😡

10164425 viral

Logistics Technology9 months ago

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Picture on the left: Logistics Tech companies trying to win new business. Picture on the right: Logistics Tech companies after they've got you locked into their ecosystem, made you dependent on their…

LinkedIn post image: Picture on the left: Logistics Tech companies trying to win new business.

14027016 viral

Logistics Technology9 months ago

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I was going to post about Altana today, that'll have to wait until next week, for today, a quick public service announcement re WiseTech Global's new commercial model. If you haven't already noticed…

9926113 viral

Logistics Technology9 months ago

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Topics & Content Focus

Primary Topics

Power dynamics between legacy logistics tech vendors and freight forwarders (pricing models, lock-in, incentives)Future of freight and supply chain under AI, automation, and consolidation (serious analysis through satire)Practical evaluation of emerging supply chain intelligence/AI platforms (e.g., compliance, end-to-end visibility)Operator-centric critique of service quality and execution in logistics (gig economy, subcontractors, customer experience)

Secondary Themes

Personal founder/operator journey and life boundaries (family, burnout, long-term planning)Regulatory pressure and compliance as drivers of supply chain innovationTrust, transparency, and misaligned incentives between shippers, forwarders, and tech providersBrand and media strategy in a niche B2B industry (newsletters, podcasts, communities)

Industry Focus

Global freight forwarding and BCO (Beneficial Cargo Owner) operationsLogistics and transportation management systems (TMS) and freight software ecosystemsSupply chain risk, compliance, and traceability (with emphasis on EU/Western regulation)B2B logistics tech (AI-enabled platforms, visibility, and data infrastructure)

Content Categories

Satirical forecasting and world-building to critique industry trajectoriesDeep-dive vendor and product analysis framed for non-technical operatorsOpinionated industry commentary and advocacy for forwarders and in-house logistics teamsPersonal narrative and behind-the-scenes updates to humanize an industry expert brandCustomer-experience war stories to illustrate systemic logistics failures

Performance Insights

162.2%

Avg Engagement Rate

STABLE

Performance Trend

Best Performing Topics

Satirical, speculative futures that name-check major logistics brands and exaggerate real trendsCritical breakdowns of WiseTech/CargoWise pricing, AI positioning, and customer impactExplainers of emerging AI/supply chain intelligence players framed in plain language (e.g., Altana demystification)

Virality Signals

High comment volume when calling out or analyzing well-known industry vendors and platforms by nameSatirical and humorous takes on serious industry topics outperform straight rants or personal updatesPosts that blend insider knowledge with entertainment (future scenarios, in-jokes about Flexport, WiseTech, brokers) generate outsized discussionClear positioning as an independent, vendor-skeptical voice creates trust and repeat engagement from operators

Structure & Quality

450

Avg Length (Words)

HIGH

Depth Level

ADVANCED

Expertise Level

8.8/10

Uniqueness Score

Common Hooks

Conversational, situational openers that drop you into a moment (e.g., "That feeling when…")Provocative contrarian headlines aimed at insiders (e.g., "This is what X does NOT want you to know")Imaginative time-jump scenarios into the future to satirize current trends ("The year is 2040…")Direct questions that tap into shared frustrations ("Have you ever been in a game of chicken with UPS?")Pattern-breaking, informal phrases ("WTF does X actually do?") that cut through jargon

Common Endings

Open-ended, slightly cynical or humorous conclusions that invite readers to think or respondImplied CTAs via questions about what will happen next (packages, regulations, tech bets)Soft sign-offs blending humor and mild confrontation toward large companiesTeases about future content or projects, reinforcing an ongoing narrative arc

Value Delivery Methods

Translates complex vendor strategies, pricing models, and AI narratives into operator-focused implicationsExposes misaligned incentives between tech vendors, associations, and logistics operatorsCurates and synthesizes signals from regulations, contracts, and partnerships into accessible predictionsProvides semi-actionable playbooks (e.g., what forwarders should do about WiseTech’s model change)Delivers emotional validation for forwarders and in-house teams who feel squeezed by tech and cost pressures

Formatting Style

Short paragraphs with clear breathing room and narrative flowHeavy use of emoji to signal tone and structure (🤐, 🤣, 🔥, arrows like ➡️)Bullet-style lines using arrows instead of traditional bulletsStrategic use of CAPS and bold phrasing for emphasis in key claimsMix of story blocks followed by list-style breakdowns or playbooks

Audience & Tone

YES

Question Usage

0.6%

Response Rate

Detected Tone

Smart-casual, irreverent industry insiderOperator-first advocate and vendor skepticAnalytical yet playful, using humor to deliver hard truthsNarrative-driven commentator on freight tech and supply chain power structuressemi-formalfirst-person

Interaction Style

Conversational and peer-like, speaking as an insider to other practitioners rather than as a distant analystProvocative toward large vendors and institutions, inviting readers to share their own frustrations and war storiesProtective of forwarders and shippers, which likely fosters loyalty and comment-driven discussionHumor-laced, which lowers the barrier for participation on heavy topics like pricing, layoffs, and regulation

Community Building Signals

Consistently centers forwarders and in-house logistics teams as the protagonists, building an in-group identityUses recurring narratives (WiseTech dynamics, visibility myths, AI hype, gig-economy failures) that reward long-term followersSignals future shared spaces (media relaunch, community hints) to move the audience from passive readers to a cohortCreates shared vocabulary and jokes about specific companies, tools, and industry absurdities

Writing Style Patterns

Content Strategy

Hook: Conversational, situational openers that drop you into a momTone: semi-formalCTA: Implicit CTAs embedded as rhetorical questions rat

Writing style breakdown

Core characteristics

Strongly conversational and informal, but with subject-matter authority.

Professional in content, casual in delivery.

- Mix of

Informative (explaining models, impacts, industry mechanics)

Opinionated (clear stance, critique of companies)

Witty/sarcastic (jokes, light mockery, exaggeration)

Slightly provocative (hooks like “WTF”, strong claims, predictions)

Energy and tone

Medium-to-high energy.

Feels like a very engaged industry insider talking directly to peers.

Uses humor and sarcasm to soften criticism and keep attention.

- Emotional range

Frustration/anger directed at companies or systems (WiseTech, UPS, Flexport)

Empathy/care toward practitioners (forwarders, in-house teams, logistics pros)

Playful, almost mischievous enjoyment of industry drama and absurdity.

- Frequent rhetorical questions to lead thinking

You see where this is going right?

WTF does Altana actually do…?

Will customers pay more?

Use of metaphors and vivid mini-stories (e.g. 2040 scenario, UPS “game of chicken”).

- Exaggeration for comedic effect

Richard White has returned as CEO… for the 7th time, at the age of 85.

Content quality has improved.” (after replacing writers with automation)

Regular direct audience engagement: “you need to read this”, “if you’re a forwarder…”

- Frequent use of parenthetical asides to add tone, jokes, or nuance

(yes, it FLIES BY)

(I haven’t been able to verify the numbers – this is about initial sentiment and PAIN).

Well... maybe 🤣

- Person-centric, heavy use of

First person singular: “I think”, “I was going to post”, “As far as I’m concerned”

First person plural when aligning with audience: “we started to wonder”, “we find ourselves in”

Second person for the reader: “you need to read this”, “you will have a decision to make”

- Common patterns

Direct commands: “Do not wait… get it done NOW.”

Soft guidance framed as opinion: “Frankly, I wouldn’t wait until then…”

Collaborative framing: “Let’s be real”, “I’m going to go one step further and suggest a playbook…”

Voice synthesis

Feels like a well-informed, slightly jaded but hopeful industry insider.

- Combines

Pragmatism (“prepare a full analysis of the current state of your data…”)

Cynicism toward corporate behavior

Optimism about long-term industry evolution

Regularly leans into mild profanity-lite / intensity (“WTF”, “drama”, “bumper year”, “race to the bottom”).

Anthony Miller

Warm Analysis

Performance Overview

Top Posts by Engagement

Posting Patterns & Frequency

Best Performing Days

Best Performing Times To Post