Disrupting 90% of everything -
90% of the world's goods travel in a container ship. The shipping industry is the circulatory system of global trade. It's multi-trillion dollar market that can trace its roots back to ancient times, and it touches everyone. Ships bring us our food, and move the materials that build our homes. And yet, while vessel technology continually changes, there has been very little adoption of information or data technology within the industry.
So why hasn't the shipping industry modernized? What does it take to disintermediate a market as old and large as freight? And how can founders find these big, ancient, neglected industries as they set out to build companies?