LinkedIn Content Strategy & Writing Style
Founding something special | Logistics Tech & AI | Creator of Wiser Logtech - Supply Chain’s Most Direct Newsletter | Transforming How Companies Think About Their Logistics and Supply Chains | Let’s Connect🚀
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Anthony Miller positions himself as the unfiltered conscience of logistics technology, blending deep insider expertise with a provocateur’s edge. His content strategy centers on dissecting the power dynamics between legacy software giants and the freight forwarders they serve, specifically using the "CargoWise commercial model" as a recurring case study for industry friction. He is notable for his radical transparency and predictive storytelling, often utilizing satirical future-casting and "playbooks" to help practitioners navigate predatory vendor lock-ins. By operating at the intersection of technical consulting and investigative media, Miller transforms dense procurement shifts into high-stakes narratives, positioning himself as a vital advocate for the human element in an increasingly automated, subcontractor-heavy supply chain.
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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 Freight forwarders have finally been replaced by Flexport who pivoted from digital forwarder to regular forwarder to AI forwarder.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…
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…
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…
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…
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…
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…
2.3 posts/week
Posts / Week
3.5 days
Days Between Posts
1
Total Posts Analyzed
MEDIUM
Posting Frequency
162.2%
Avg Engagement Rate
STABLE
Performance Trend
450
Avg Length (Words)
HIGH
Depth Level
ADVANCED
Expertise Level
8.8/10
Uniqueness Score
YES
Question Usage
0.6%
Response Rate
Writing style breakdown
Strongly conversational and informal, but with subject-matter authority.
Professional in content, casual in delivery.
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)
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.
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.
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”).
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…”
(yes, it FLIES BY)
(I haven’t been able to verify the numbers – this is about initial sentiment and PAIN).
Well... maybe 🤣
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”
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…”
Feels like a well-informed, slightly jaded but hopeful industry insider.
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”).
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