Omar Abuhashish of Reform talks about scaling without increasing operational overheads; why AI isn’t just a tool; & redefining what’s possible in supply chain.

[04.23] Omar’s background and his journey of discovery in supply chain.

“I’m a builder at heart, and I love solving very challenging problems. I went to school and studied the hardware AND the software to see what’s possible and what solutions I can build.”

“I really wanted to go after a foundational industry with a lot of room for improvement, but at the forefront of innovation, where there’s room for opportunity and challenges that can be solved with the best technologies.”

[07.28] The big challenges Omar saw as he became increasingly interested in global transportation networks, and how they led him to establish Reform.

“I really noticed how operationally intensive a lot of the workflows are. There a lot of people doing the same job, the data is siloed, things are living on paper… I just felt there was a clear way to improve all of this.”

[11.21] An overview of Reform – who they are, what they do, and how they help their customers.

[14.29] The ideal client for Reform, and why they’re putting a focus on duty drawback providers, having helped one provider reduce process time on a project from 450 hours to 40 minutes.

[19.13] Reform’s vision for AI in supply chain, why it isn’t just a tool to help businesses reach a goal, and how it’s going to transform how both businesses and the industry operate in the coming years.

“Customers deserve much quicker turnaround times, companies deserve higher margins, higher revenues per employee, and employees actually doing what they’re best at.”

[23.34] How Reform’s AI-first platform can help customers automate up to 90% of their manual freight operations.

“Manual flows, looking at a stack of paper, sifting through them, entering data – that’s the first step. The second step is actually synthesizing the data and doing some manipulation and reasoning, before it’s placed in the system. The third is to start taking action.”

[28.00] Some of the key features within Reform’s workflow automation platform, what teams can do with it, and the different sets of teams that can use the platform.

“One of the biggest challenges outside of the manual work is that, even when the work is done, there’s still no visibility, both internally and to the customer. It’s super important to actually make sense of that data.”

[30.09] How Reform can help customers navigate complexity in the midst of disruption and manage exceptions.

[33.34] The impact Reform can have at a business level and, with its mission to transform how freight moves, the impact it will also have on the industry.

[36.02] A case study detailing how Reform helped a mid-size freight forwarder automate manual processes, saving approximately 1500 hours per month, optimizing processes, and allowing them to scale without adding more headcount.

[40.25] Reform’s special offer for Let’s Talk Supply Chain customers.

Head over to Reform’s website to find out more and discover how they could help you too. You can also connect with Reform and keep up to date with the latest over on LinkedIn or X (Twitter), or you can connect with Omar on LinkedIn.

Lina Castaneda talks about her career journey; being an industry rising star, the importance of staying coachable; & why our differences are our superpowers.

[05.00] Why Lina emigrated from Colombia to Canada, and what the move taught her.

“It was a big change, but I saw it as a chance for growth on my own journey. I’ve always believed that stepping outside of your comfort zone is where real growth happens.”

[06.35] How Lina found supply chain, and why she fell in love with the industry.

“I quickly fell in love with the complexity and the impact of the industry. Supply chain touches every single part of our lives – it’s a behind-the-scenes powerhouse that keeps the world moving!”

[07.59] Lina’s journey moving through operations and customer service, and how each role added a new layer to her expertise and developed her leadership style.

“It’s been quite a journey. Tons of learning, tons of growth – and a few surprises along the way!”

[11.41] Lina’s role as Chief Customer Officer at Tai Software.

[13.33] Lina’s take on why customer experience is harder, but also more important, than ever before, and the challenges of balancing personalization with scalability.

“Customers have higher expectations. They’re not just comparing us to other companies in the industry, but to the best experiences they’ve had anywhere. So there’s a constant need to raise the bar.”

[16.04] From technology to collaboration, Lina’s biggest takeaways from Manifest in February.

“Being surrounded by so many passionate creative minds was really energizing.”

[18.29] What it means to be a Certified ScrumMaster and Scrum Product Owner, the importance of staying coachable and continuing to learn, and why that mindset has been key to Lina’s leadership style and success.

“Great leaders are learners forever.”

[20.58] What being named an industry ‘Rising Star’ means to Lina, and why awards and recognition for women are so important.

“Representation matters. So when women see other women being celebrated for their worth, it reinforces that there is a place for them at the table. It breaks down stereotypes, inspires the next generation, and helps create a more diverse, inclusive industry.”

[23.06] Why our differences are our superpowers, and how Lina encourages her team to recognize and leverage their own unique superpowers.

[26.49] Lina’s experience, as a woman and immigrant, moving through the male-dominated worlds of technology and supply chain, and how a sense of purpose was critical to overcoming challenges.

“These fields have historically been male-dominated. Being an immigrant meant I often had to overcome not just gender biases but cultural barriers. I had to work harder to prove myself or make my voice heard, but I focused on what I could control – my work ethic, my ability to adapt, my commitment to learning. And I leaned into my differences.”

[29.50] Lina’s advice to those looking to follow in her footsteps.

[31.39] The future for Lina.

You can connect with Lina Castaneda over on LinkedIn.

If you enjoyed this episode and want to hear more women discussing the immigrant experience, check out 422: Women In Supply Chain, Kiran Mann, 437: Women In Supply Chain, Mercedes Pina, 450: Women In Supply Chain, Jenny Perlitch or 207: Women in supply chain, Shana Zheng.