20 WESTERN PALLET
Palm Springs Recap: Architecting the Future from Timber to Tech
Hey Industry Trailblazers! It was more than just the beautiful sunshine in Palm Springs this January, though I was certainly grateful for it. As we gathered for the 2026 WPA Annual Meeting, there was an unmistakable shift in the atmosphere. Under the theme of Timber to Tech, the energy was distinct. It felt less like a standard industry convention and more like a strategy summit for an era that has finally, officially arrived.
Beyond the late-night collaborations and the familiar camaraderie around the fire pits, there was a new, quieter feeling in the air: a genuine embrace of the transition ahead. The industry is evolving, and it is doing so through resolute, intentional decisions. We are moving from the legacy of "how it’s always been" to the formulation of "what it can become." But this evolution doesn’t happen with a single flip of a switch. It is a steady, intentional build: one pallet, one data point, and one bold decision at a time.
Catalyst: Kyle Hermans & the Mindset of Transformation
Our Sunday morning was ignited by keynote speaker Kyle Hermans, a world-renowned expert in innovation and leadership. Kyle didn't just deliver a speech; he spent time walking the exhibit hall, listening to our "biggest wishes" and "pain points," and what he found was a community deeply con- nected and ready to change how this industry lives.
The Two Pillars: Essentialism and Courage
Kyle brought us two foundational frameworks that will define the winners of 2026:
Essentialism (The Vital Few): In a world of infinite noise, Essentialism is about identifying the fewest things that make the biggest difference. Kyle introduced a "flywheel" for this: explore to identify the vital, eliminate everything that doesn't serve the outcome, and then optimize in a seamless way.
The Neuroscience of Courage: Transformation is uncomfortable. Kyle proved this with a simple exercise: writing your name with your non-dominant hand. It feels weird, slow, and "painfully uncomfortable," which is exactly what moving from Timber to Tech feels like. Courage, he noted, is the ability to take the risks necessary to do what is most essential.
The 90% Thought Trap
So, how do we get there? It all comes back to mindset. Kyle shared a powerful statistic from neuroscientist Dr. Joe Dispenza: as human beings, we have around 60,000 to 70,000 thoughts per day. What is startling is that 90% of those thoughts are the same ones we had yesterday, and roughly 80% of them are negative.
We are biologically hardwired to reinforce our old biases and prepare for the worst. If we stay stuck in that 90% repetitive thinking loop, we will continue to use yesterday’s thoughts to solve tomorrow’s problems. Awareness is our first weapon. Once we realize our thoughts are limited, we can begin to consciously create new thoughts. That is where creative strategy and the audacity to take action are born. Without this shift, the pace of change will outpace our ability to pivot.