AI-written episode description:What happens when you combine an unwavering entrepreneurial spirit, a fascination with the trucking industry, and a passion for tech innovation? You get a riveting discussion with our guest, Brian Cristol, Founder and CEO of Isometric Technologies. His journey traverses his time in investment banking, his pivot to the tech world, his experiences with college football, and his path to entrepreneurship with Iso. Listen as we share stories from his past and gain valuable insights into his mindset that has led to his success in the logistics tech industry.Our conversation keeps you on your toes as we transition from sports to banking, and eventually land in the world of startups. Brian shares the challenges he faced while making the leap from a secure job in finance to a tech startup, and his journey at Uber Freight. We chat about sales tactics, creative subject lines, and the importance of empathy in the trucking industry. We also explore the birth of Uber Freight, the skepticism it faced, and its ultimate success.As we wind down, Brian shares his plans for his business, Iso, with a focus on the challenges traditional scorecard systems pose and the potential of a digital infrastructure to enhance partnerships. We discuss the idea of a FICO-type guide for freight brokers and a service index. This episode is a treasure chest of stories about overcoming adversity, insightful discussions, and valuable lessons. So tune in, it's time to hit the road!