About this Presentation
This combined WiseTech Global session connects constraint-focused thinking with strategy, commercial model design, and an AI-enabled future. Ian Larsen opens with FOCUS, Clark Ching's reimagining of the Five Focusing Steps: Find the constraint, Optimize it, Coordinate/Collaborate/Curate around it, Upgrade capacity, and Start Again. He places this focus on productivity within WiseTech's mission, vision, and 3P strategy of Product, Penetration, and Profitability, powered by people. Richard White then examines how a commercial model can become a constraint when the economics of software conflict with automation. WiseTech's evolution from one-time and user/module licensing to seat-plus-transaction licensing created undesirable effects: price friction around features, unbudgeted customer spend, and a seat fee that is pressured when AI automates work. The CargoWise Value Pack shifts toward pure transactional licensing so needed features can be included, pricing can be more transparent, and automation can lower customer costs while increasing product value. The session closes with a TOC message about inherent simplicity: complex situations are governed by relatively few critical elements. The practical challenge is to keep it simple, focus on flow, align incentives with the desired future reality, and build win/win conditions for both customers and the business.
What Will You Learn
To help you get the most value from this session, we’ve highlighted a few key points. These takeaways capture the main ideas and practical insights from the presentation, making it easier for you to review, reflect, and apply what you’ve learned.
How the Five Focusing Steps can be expressed as FOCUS: Find, Optimize, Coordinate/Collaborate/Curate, Upgrade, and Start Again.
How constraint-focused productivity can connect to enterprise strategy across product, market penetration, profitability, and people.
Why pricing and licensing structures can create undesirable effects when AI automation reduces seat-based usage or adds friction around new features.
How a simpler transactional model can align automation, customer cost reduction, product value, and company economics to create a win/win future reality.
Instructor(s)
Ian Larsen
Ian Larsen joined WiseTech Global in mid-2018, initially as GM Global Software Operations managing the software engineering and product development functions, later taking responsibility for delivery and productivity across the group. Prior to joining WiseTech Ian has worked for both large and small industrials across mining, utilities and manufacturing in a 35 year career delivering technology solutions . Ian holds a Bachelor of Management Studies, Majoring in Computer Science, from the University of Waikato (NZ)
Richard White
Richard White CEO and Founder Richard has been CEO and an Executive Director of WiseTech Global since founding the company in 1994. Richard has more than 35 years of experience in software development, embedded systems and business management and over 25 years of freight/logistics industry experience. Prior to founding WiseTech Global, Richard was founder and managing director of Real Tech Systems Integration (a provider of computer consulting and systems integrations services) and founder and CEO of Clear Group (a distributor of computer related equipment). Richard holds a Master of Business in Information Technology Management from the University of Technology, Sydney (UTS). He is a UTS Luminary and a Fellow of UTS.