From Founder-Led Operations to an Aligned, Accountable Leadership Team

Case Study: Insta Truck

Anthony Tascone (CEO) & David Blomeley (Founder), Insta Truck

COMPANY & CONTEXT

Insta Truck is a fast-growing logistics and technology company transitioning from a delivery-focused model into a scalable SaaS platform. With teams across Perth and Vietnam and rising customer demand, growth exposed structural gaps that could no longer be solved through founder-driven execution.

Founder David Blomeley and CEO Anthony Tascone recognised that scaling required a shift from centralised decision-making to a leadership team operating with clarity, alignment and execution discipline.

Leadership & Operational
Constraints

Before working together, several constraints were limiting performance:

Communication delays across Product, Operations, Tech and Sales
Founders and leaders still heavily involved in frontline tasks, creating bottlenecks
Role clarity and decision ownership not consistently defined
Decision-making often fast but unstructured, slowing execution downstream
Missing operating rhythms and SOPs, contributing to inconsistency and repeated work

These challenges created operational drag, slowed cross-functional decisions and reinforced reliance on the founders.

Leadership & Operational Shift

The engagement focused on strengthening executive leadership, clarifying ownership and building the operating structure required for scale.

Leadership Coaching & Strategic Advisory (1:1)

Partnered with the Founder, CEO, CTO and leaders across Product, Operations and Sales to strengthen communication discipline, decision ownership and leadership effectiveness.

Executive Team Alignment Workshops

Aligned the leadership team on:

Strategic direction and priorities
Cross-functional ownership and decision rights
Leadership standards required for a scaling technology business
How to operate with a clearer structure and more consistent execution

Structure & Operating Rhythms

Introduced leadership rhythms that transformed meetings from operational updates into decision-focused forums with clear outcomes.
Identified where missing SOPs and unclear processes were creating delays, inconsistency and avoidable rework.
Built accountability mechanisms that tied decisions to roles and structure, reducing the default reliance on founders.

This work strengthened Insta Truck’s performance infrastructure and moved the organisation toward leadership-led, not founder-dependent, execution.

Outcomes & Impact

Significant shifts were observed across leadership, operations and execution:

Leadership team aligned and making faster, clearer decisions
Founders stepped back from bottleneck roles; leaders now own and drive their functions
Communication became cleaner and more efficient due to improved structure
Accountability strengthened, with decisions tied to roles rather than escalating back to founders
Improved decision cadence and follow-through across the leadership group
Leadership team began embedding SOPs and process clarity, supporting long-term scalability

Insta Truck now operates with stronger rhythm, clearer ownership and more reliable cross-functional execution.

CEO & Founder Reflections

“Before working with Kate, we were growing quickly, but too much decision-making still came back to the founders. The team was committed, but without the right structure or clarity, we were creating bottlenecks and slowing ourselves down.

Kate’s work didn’t just improve communication; it reshaped how we lead. She helped us see where our meetings, decision processes and ways of working were creating drag, and challenged us to operate with a higher level of alignment and discipline.

We now make faster, clearer decisions. Leaders know what they own, and the founders have stepped out of functions they no longer need to carry. The leadership team has stepped forward in a meaningful way.

The shift in clarity, ownership and execution across the business has been significant. It has genuinely changed how Insta Truck operates and how we scale from here.”