Ruud (Routescanner) and Kelly (Art of Procurement/Supply) on data visualization, and embracing the power of "No" in logistics

Embracing the Power of "No" in Logistics 

In my work at Routescanner, I’ve come to appreciate the importance of clarity in decision-making. That’s why Chris Voss’s Never Split the Difference resonated with me, particularly his perspective on the word “No.” It’s not a rejection; it’s an opportunity to align expectations, clarify priorities, and protect against poor decisions.

When Kelly Barner invited me to talk on the Art of Procurement podcast, we found ourselves repeatedly circling back to this idea. Whether we were discussing decision-making in logistics or the role of data visualization, the power of “No” was a recurring theme.

Why “No” Matters

During our conversation, Kelly asked me what I’d been reading. I shared that I was in the middle of Voss’s book, which explores lessons from his time as an FBI hostage negotiator and how they apply to everyday life and business.

“One chapter stood out to me,” I told her. “It’s about how getting a ‘No’ is better than a ‘Yes.’ People often say ‘Yes’ just to be polite or avoid confrontation, only to backtrack later. But a clear ‘No’ lets you focus on realistic options and move forward with confidence.”

This mindset is central to how we operate at Routescanner. Our platform helps logistics teams visualize complex decision factors—like emissions, costs, and lead times—so they can make informed choices. A “No” isn’t the end of the conversation; it’s the beginning of better problem-solving.

Turning “No” into Opportunity

At Routescanner, we often see how a well-informed “No” adds value. For example, forwarders using our platform might propose rerouting to reduce emissions. If the client responds, “No, we can’t extend lead times,” that’s crucial feedback. It sharpens the focus and guides the conversation toward alternatives that align with the client’s goals.

As I explained to Kelly, “It’s not just about presenting data—it’s about connecting teams and fostering collaboration. Visualization helps us ask the right questions, weigh trade-offs, and ensure everyone is on the same page.”

Data Visualization as a Game-Changer

One of the biggest advantages of data visualization is its ability to simplify complex discussions. By turning raw data into clear visuals, we make it easier for stakeholders to engage and collaborate.

Connecting departments and facilitating conversations that weren’t possible before—that’s where we see a real impact. For forwarders, it might mean having a new kind of discussion with clients. For example: ‘If we reroute, it might slightly impact lead times, but we’ll significantly reduce emissions. Is that a trade-off you’re willing to make?’ Even if the answer is no, that conversation builds trust and insight.

The Importance of Preparation

Kelly and I also discussed the role of preparation in decision-making, especially in a uncertain industry like logistics. With port strikes, climate disruptions, and other challenges, having alternative options ready is essential.

At Routescanner, we focus on the pre-booking phase. That’s where you have the most flexibility to evaluate scenarios and align with stakeholders. Once a container is on a vessel, changes become much harder. Our goal is to provide the insights teams need to make informed decisions before it’s too late. This approach not only reduces risks but also helps teams balance competing priorities like cost, emissions, and lead times.

Slowing Down to Move Forward

One of my favorite takeaways from Voss’s book is the importance of slowing down. As he writes, “Going too fast is one of the mistakes all negotiators are prone to making. Slow it down.”

This principle applies directly to logistics. Thoughtful, data-driven discussions lead to better outcomes than rushed decisions. At Routescanner, we’re helping teams embrace this mindset by providing the tools they need to visualize data, weigh options, and collaborate effectively.

A ‘No’ isn’t the end—it’s a chance to pivot, refine, and move forward with clarity. When we embrace that, we’re better equipped to solve complex challenges and make smarter decisions. And in logistics, as in life, that’s what progress is all about.

Many thanks to Kelly and the Art of Procurement for the wonderful conversation!

Listen to the podcast here: