EPISODE 1 | August 12, 2025
“They Think All Freight Forwarders Are Dumb”
ARMAN MUHOVIC
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About the Episode
What does the rest of the world really think about freight forwarding?
In this first episode of Forward Thinking, host Sam Smeaton (Founder of LogiHire) and Arman Muhović, International Trade Lane & Pricing Manager at Northline Logistics, discuss misconceptions, challenges, and the behind-the-scenes reality of the freight industry.
Arman shares candid insights from the frontline of international logistics, covering everything from pricing pressures and geopolitical disruptions to difficult customer calls. They also discuss how the industry has changed in recent years and why freight professionals deserve more recognition.
Whether you're in freight forwarding, supply chain, or just curious about global trade, this episode breaks down what it takes to succeed in freight.
Episode Outline And Highlights
[00:00] Introduction — Meet Arman and why this episode will challenge industry stereotypes
[01:38] From Intern to Leader — Arman’s unconventional entry into freight
[04:12] Crafting a Unique Role — How Arman carved out his niche at Northline
[06:05] Pricing That Builds Trust — Why pricing isn’t just numbers
[08:44] Agent Relationship Secrets — Building global trust across trade lanes
[11:30] Industry Stigma — “They think all freight forwarders are dumb”
[14:20] Freight Then vs Now — What’s changed and what’s still broken
[16:10] Blank Sailings & Broken Promises — Customers are savvier than ever
[19:33] Client Therapy 101 — Handling price pushback with empathy
[21:45] What Actually Makes You Good at Freight? (Hint: not your resume)
[24:15] Freight's Talent Crisis — How to attract more young people to the industry
[27:08] Is AI Coming for Your Job? — The realistic role of automation in logistics
[30:00] Final Thoughts — Arman’s no-BS take on career growth, customer care, and staying sharp
Today’s Guest
About Arman Muhović
Arman Muhović is the International Trade Lane & Pricing Manager at Northline, where he leads global agent partnerships and strategic pricing initiatives. With over a decade of experience in B2B and B2C logistics, Arman has a sharp eye for freight market trends, relationship-driven sales, and operational excellence. He's passionate about future-proofing supply chains, mentoring young talent, and delivering real commercial impact through smarter logistics. When he’s not decoding shipping schedules, you’ll find him on the football pitch or out for coffee with friends.
About Your Host
About Sam Smeaton
Sam Smeaton is the Co-Founder of LogiHire and host of Forward Thinking. With a background in freight recruitment, he’s worked with top logistics businesses across Australia. On the podcast, Sam brings real stories, sharp insights, and a genuine passion for the people driving freight forward.