Most AI conversations revolve around the tech. That’s understandable, given its computational superiority and unlimited potential, especially when applied to distribution. Nick Pericle, Vice President of ProfitOptics, engages in more expansive discussions, complete with sessions of task-oriented, experiential learning. Jason caught up with Nick to learn about ProfitOptics’ experiential approach to creating scalable solutions and securing employee buy-in. And, yes, the pair also discuss the amazing, adaptable AI tech driving the distribution industry’s evolution.
“I like to introduce us as the company that’s made a really big impact, but you probably haven’t heard about us,” Nick laughs. The anonymity won’t last much longer. ProfitOptics has steadily grown in capacity and expertise since its founding by Nick’s father in 2008. While the company has team members in the US, Nick credits his Serbia-based engineering team for much of ProfitOptics’ success. ”They are the technical backbone of a lot of our operations,” he says.
The cross-cultural working environment has allowed ProfitOptics to expand its AI solutions capabilities. The stateside client-facing team then helps distributors get comfortable interacting with and trusting the tech. “I like to show versus tell what these tools can do,’ explains Nick. “To really capture value with AI, or use it appropriately and adapt your workflows, you have to take the time to really understand it,” he says, adding, “I’m not saying textbook understand it.” Instead, Nick prefers leading clients through a hands-on discovery process, which routinely yields real-time remedies to complex challenges. “You walk away from this feeling empowered, that you can go do these individual use cases for yourself,” Nick says.
Nick acknowledges that there’s still room to improve messaging around AI utilization and employee assimilation. “The technology community that services distribution all jumped way too fast into this idea that everything is AI-powered with an expectation that the industry was going to keep up with what that means,” says Nick. “It was a failure of education in helping our customers.” ProfitOptics is rectifying that error by championing an AI-led technology solution renaissance. “Creativity is a muscle; everyone has it,” Nick says. “Unlocking that, helping people realize what’s possible, that is, for me, the most rewarding part of it.”
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MENTIONED IN THIS EPISODE
QUOTES
“What we are doing at ProfitOptics is educating ourselves so we can educate others all in an effort to build out the best type of large platform applications for our clients in wholesale distribution.”
“Being with the customer trumps everything. “
“We were made to create. We were made to use our abilities to make things, to make things better, to improve processes, and we have this innate desire to do that.”
“Within distribution companies, there is an absolute wealth of knowledge and a strong understanding of what needs to be done. Oftentimes, they’re looking for the catalyst to do it.”
“I’m encouraged by the empowerment that we’re able to give people to use technology in a new, creative way.“
“I’m very optimistic about the technology solution renaissance that AI is going to empower within the industry.”
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Distribution Talk is produced by The Distribution Team, a consulting services firm dedicated to helping wholesale distribution clients remove barriers to profitability, generate wealth, and achieve personal goals.
This episode was edited by The Creative Impostor Studios.
Special thanks to our sponsors for this episode: Moblico, helping businesses do more business on mobile devices; and INxSQL Distribution Software, an integrated distribution ERP software designed for the wholesale and distribution industry.
