Dear reader,

How this started

Daniel Marsh spent eleven years inside organisations before he started working outside them. The last role was head of operations at a mid-size logistics firm in the Pacific Northwest, where he spent two years trying to fix a handoff problem between dispatch and billing that everyone agreed was broken and nobody could agree how to fix. The answer, when it finally came, was not a new software tool. It was a single decision about who owned the exception cases. That experience is the reason WavePulseFlowPath exists.

The consultancy opened in 2019, initially as a one-person practice taking on short diagnostic engagements for companies in the $5M to $50M revenue range. The first client was a building materials distributor in Tacoma whose sales team and warehouse team had been working from two different versions of the same order spreadsheet for three years. Fixing it took four weeks. The lesson from that project, which Daniel still talks about, is that the technical fix is almost never the hard part. Getting people to agree on what the problem actually is takes most of the time.

The technical fix is almost never the hard part.