Logic will get you from A to B. Imagination will take you everywhere. – Albert Einstein

As people, we differ a lot. Our personalities are built from various experiences. We might have different perspectives and interpret the same situations in different ways but somehow, we tend to make the same mistakes. We often complicate the easy things and simplify things that are worth thinking about. We choose what suits us the most, according to our needs. We end up with people who are so down-to-earth that they never see the sky, and some with their heads in the clouds, but they trip up easily in the real world.

Which is more valuable? Logic or imagination? Well, in logistics, they weigh the same. Yet people often associate logistics with logic. Imagination becomes a huge asset.

Logic is at the very base of logistics. It works perfectly on paper. Thinking in a linear, step-by-step manner is an obvious approach towards planning. In real life, however, problems can start when you trust logic too much and you can easily be let down. Logical planning of a huge shipment is easy if it comes to ‘plan A’, but alternatives require something other than common sense. Logic works well if nothing goes wrong. In logistics, you better trust your imagination and ability to be flexible and creative.

As we have mentioned before in another article: ‘…circumstances seem to change before you finish the last call, Murphy’s law should be actually called ‘the law of freight’. We might wear suits and glasses, but deep inside our hearts, we are more like wizards, who have learnt to handle the most complicated shipments. Skilled and experienced, we look for the perfect balance between logic and imagination. We believe logic will not always work if you follow it blindly, neither will Imagination if you are not willing to use the learned knowledge. But both of them used intelligently are the key to success.

Einstein’s quote is the one worth thinking about. Some people think he devaluated logic in favour of imagination. It’s not that simple though. We believe Einstein simply called for the people to trust their hearts and use their creativity more often. Unlikely for a scientist, he was an incessantly curious believer and he worshipped imagination. Even though imagination is the process of creation, Einstein pictured it as a tool to solve problems and understand the world better. It allows people to leave learned patterns and innovate – a priceless tool in logistics. That’s why it became our value. We have gained the knowledge of shipping but we did not stop there. Our imagination helped us to transform the strategy we learnt, that allows us to move the most demanding cargoes. It wouldn’t have happened if not for imagination. Yet it wouldn’t have happened without logic either.

Imagination takes you everywhere. Sometimes though, you simply need to get to point B. The most important thing is, to know where you are going.

“Would you tell me, please, which way I ought to go from here?”
“That depends a good deal on where you want to get to.”
“I don’t much care where –”
“Then it doesn’t matter which way you go.” 

― Lewis Carroll, Alice in Wonderland

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