If you aren’t ready for a roundtable discussion on artificial intelligence, employee empowerment, and Aristotle, then you aren’t prepared for the future of wholesale distribution. Jason caught up with Adriana McLane, founder ofFulfilling Strategy, and Dirk Beveridge, founder of Unleash Wholesale Distribution, for a lively and informative examination of how wholesale distribution’s relationship with AI is evolving—and which of the industry’s core tenets will endure.
“There’s a democratization of intelligence, but there’s also homogenization of what is being produced out there right now because everyone’s accessing the same things,” says Adriana. She brings a sharp, strategic focus to the often emotional topic of AI. Her expertise is honed by years spent in manufacturing and brand development. When working with clients, Adriana tasks them with a simple assignment: define your brand differentiator. “There’s a lot of value in your ability to remove friction for the buyer,” she says. “But, this comes back to the human element. Strategy is what you’re gonna do, but culture is how you’re gonna get it done. No matter what it is you’re doing, it’s about people.”
Dirk, a longtime champion of people-powered innovation, reiterates the importance of human connection alongside performance metrics. “The future is absolutely human,” he says. “We’re entering into a new era that we cannot stop, that is absolutely accelerating beyond any of our wildest dreams. But, none of that matters unless we help our people thrive and flourish.” He spent the early 2020s visiting distributors—entering facilities literally through the back door to gain fresh perspectives. This moment, he says, is a “great redefinition,” where opportunity and risk coexist. “Those companies and individuals who are hoping for certainty in an uncertain world are doomed to pain. They’re doomed to struggle.”
Adriana and Dirk note that while AI has become an invaluable distribution partner, human connection still matters. “The facts are in the field; going through the back door is where all the answers are. That hasn’t changed, that won’t change,” says Adriana.
Distributors need to embrace the AI evolution with empathy. “Is it aspirational? Yes. Is it doable? Yes. Are we going to have to think differently? Some of us,” Dirk says, adding, “the majority of us.”
QUOTES
Adriana McLane
“Anyone can go in and ask the same question and get the same answer right now. So, what are you gonna do differently? We really have to help our employees and give them the freedom and the support to be able to come up with these different ways that we can serve our customers better.”
“Really, the only certainty that you have is your why, your business why, the reason why you exist. That right there is your anchor, and that’s not going to change.”
“The answers are not in the boardroom, they’re not there at all. They’re in the field.”
“What we really are chasing is the illusion of certainty because we never have it. We’ve never had it.”
“I’m an optimist and I believe that the power is in our hands. I think it goes back to the beginning of what hasn’t changed. It has always been about the people, about the humans, and in this age and this future of AI, it’s no different. It still comes back to humanity and what we’re going to do and how can we really just leverage this technology to be more human.”
Dirk Beveridge
“Relationships won’t change.”
“I truly believe that what we need as individuals is to find a way to quiet the noise around us, to step away from societal’s expectations, and embrace uncertainty because too many of us are just getting by, trying to hold on to what we think is certain.”
“If we’re going to truly help these individuals thrive and flourish, we have to create what has been called mutual obligations.”
“Knowing your who is so important because if you don’t know your who, that mutual obligations, those two sides, become just words.”
“We are in a fricking hard, tough, challenging, almost impossible market. But it’s our job to figure it out.”
MENTIONED IN THIS EPISODE
Applied AI for Distributors 2026
RECOMMENDED EPISODES
Agentic AI and the Future of Distribution with Ian Heller of Distribution Strategy Group
CONNECT WITH JASON
CONNECT WITH ADRIANA
CONNECT WITH DIRK
Dirk Beveridge
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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: Profit2, helping distributors charge the right price; and INxSQL Distribution Software, an integrated distribution ERP software designed for the wholesale and distribution industry.
