Designing a More Efficient, More Connected, and Less Wasteful Global Supply Chain
In every industry, there are founders who see around corners and founders who refuse to accept “the way things are” when the system is clearly broken.
Deema Adada, Founder and CEO of BiggerPicture, is both.
Deema grew up in a family of entrepreneurs who believed deeply in hard work, grit, and taking ownership when change needed to happen. Those values shaped her career across the freight ecosystem, where she spent years leading teams at Coyote Logistics, Uber Freight, and as a logistics strategy advisor. Across all those roles, she saw the same problem repeat itself.
Modern industries were moving fast, but freight operations were stuck in another era. Antiquated systems, disconnected data, and compounding inefficiencies created ripple effects across global trade.
“I saw a very real problem in our industry that no one was addressing,” she says. “After working for cutting-edge tech companies, it was clear to me how far behind freight was when it came to modern, connected systems. I knew there was a better way.”
That conviction became BiggerPicture.
Where Experience Meets Urgency
Deema’s early career was shaped inside fast-moving startups, where being scrappy and adaptable was the norm. “Every minute mattered, big bold bets were required, and wearing multiple hats was normal,” she recalls. “Being scrappy, nimble, and willing to push past what is expected is ultimately what led to outsized impact.”
Those lessons carried directly into her work as a founder. She learned to trust her intuition, to pivot early when needed, and to stay grounded through complexity. “It is okay not to get everything right. Pivoting early is not failure, it is learning,” she says.
Today, she brings that same decisiveness to BiggerPicture, where she leads a team building an AI-powered appointment automation platform that connects shippers, carriers, brokers, and consignees. The result is a more predictable supply chain, reduced delays, and dramatically improved operational efficiency. .
The Emotional Math of Being a Founder
Ask Deema about the hardest part of building a company and she is candid. “The hardest part is the emotional rollercoaster. Everything sits on your shoulders. Your team, your customers, your product, the outcomes.”
But it is the other side of that emotional curve that keeps her moving forward.
“The most rewarding part is every new customer, every win, every moment where someone sees meaningful ROI. Building a great team and a culture you are proud of makes it all worth it.”
That culture is already strong. BiggerPicture is fully remote, but the team feels close and connected. They hop online to play games, swap music, and share stories from their different cultures and backgrounds. “We are still small, so you truly get to know everyone,” Deema says.
A Supply Chain That Wastes Less and Works Better
For Deema, freight is not just a network of trucks and terminals. It is a system that determines the cost of goods, the environmental impact of global trade, and the reliability of everyday life.
“How will we change the world? By reducing the tremendous amount of waste that exists in the global supply chain,” she explains. “Waste affects everything. Emissions, cost of goods, the accessibility and quality of what people buy.”
Her vision is both ambitious and practical. “If we can make the supply chain more efficient, predictable, and connected, we can meaningfully reduce environmental impact and cost for everyone.” It is the kind of infrastructure change that touches every corner of the economy. And it is why she is building BiggerPicture in the first place.
A Moment on Stage: TIA 2025 Technovations Conference
Earlier this month, Deema took the stage at the TIA Technovations Conference, the company’s first time attending and their first time being named official Technovators.
She had seven minutes to show freight leaders what a modern, connected supply chain looks like. She delivered.
Building the Backbone of Global Trade
At Graham and Walker, we back founders who reimagine the systems that shape our daily lives. Deema is one of those founders.
BiggerPicture is not just a scheduling tool. It is a vision for a supply chain that is finally connected, intelligent, predictable, and efficient enough for the world we live in now.
And Deema is the kind of builder who will bring a legacy industry into the future, one partner, one integration, and one bold step at a time.
About Graham & Walker
Graham & Walker is an early-stage venture fund rooted in a powerful founder community. We back pre-consensus founders and ideas that break the mold, combining capital with honest guidance, extensive networks, and a culture that embraces the unglamorous work of building. We believe in substance over hype and place founder success at the heart of everything we do.
