535: The Power of Proximity

In this episode of The New Warehouse Podcast, Kevin welcomes Rob Wolcott, co-founder of TWIN Global and author, and Tom Bianculli, CTO of Zebra Technologies, for a discussion on the transformative concept of proximity as outlined in Wolcott’s book, Proximity. This concept—envisioning an “anything, anywhere, anytime” world—is about bringing resources closer to the point of demand. With Zebra’s innovations in visibility and data, the discussion dives into how proximity influences supply chain efficiencies, warehouse operations, and future possibilities in technology.

Redefining Proximity in the Digital Age

The proximity concept, as Wolcott describes, envisions a world where goods, data, and services are available “anything, anywhere, anytime.” This shift challenges traditional supply chains, creating opportunities to respond to demand in real-time rather than stockpiling goods. “Digital compels the production and provision of value ever closer to the moment of actual demand,” notes Wolcott. An early example includes large language models that operate at the “far edge,” processing data directly on devices, reducing dependency on central servers and cloud systems. By optimizing resources to meet immediate needs, industries can create a future where every operation is faster, smarter, and more efficient.

The Warehouse as a Microcosm of Proximity

The warehouse, explains Bianculli, serves as an ideal testing ground for proximity, as real-time data guides optimal workflows. Zebra’s “Sense, Analyze, Act” framework illustrates this by enabling forklifts and robots to function at high efficiency, moving inventory only when necessary. “If you know where every pallet and fork truck is, you can optimize every movement,” he adds, demonstrating how proximity improves utilization and reduces waste. Bianculli shares examples where advanced algorithms reroute forklifts to achieve 80% utilization—significantly more than traditional systems. As “microcosms of the future,” warehouses highlight how proximity can transform logistics by optimizing each action to deliver quicker, seamless service.

Proximity’s Broad Impact on B2B and B2C Expectations

As consumers demand rapid and tailored services, businesses must adopt proximity thinking to stay competitive. “Your customers don’t care about your constraints,” emphasizes Wolcott. This sentiment extends beyond retail, affecting B2B relationships where timely, accurate order fulfillment is critical. Hospitals, for example, expect quick, on-demand deliveries of medical supplies—a trend driven by Zebra’s technology solutions. Similarly, innovations like Interstellar Lab’s on-site pods redefine production by growing ingredients precisely where and when they’re needed, avoiding lengthy supply chains. “It’s an example of pretty far-edged stuff that brings proximity right to where it matters most for businesses. The yields on these plants in interstellar pods are 1000, 2000, and in some cases 3000 percent higher than in the wild.”

Key Takeaways on Proximity

• Proximity envisions an “anything, anywhere, anytime” approach, transforming industries.
• Warehouses embody proximity by dynamically optimizing workflows and reducing waste.
• B2B and B2C sectors are increasingly turning to proximity strategies to keep up with rising consumer expectations and mitigate risks.

Listen to the episode below and leave your thoughts in the comments.

Guest Information

For more information on Twin Global, click here.

To connect with Rob on LinkedIn, click here.

For more information on Zebra Technologies, click here.

To connect with Tom on LinkedIn, click here.

For more content on the future state of logistics and warehousing, check out the podcasts below.

533: Humanoids in Warehousing with Zion Solutions Group

532: Tech-Driven Logistics with Transfix

531: Deus Robotics Delivering End-to-End Warehouse Automation