The Grand Challengers Podcast Episode #37

“Safeguarding the ordinary” – achieving traffic safety planning and management in a data-rich, AI-powered world

Guest: Brett Ferrin

January 14th, 2025

Episode Teaser

Introduction

“…Where we start with traffic calming, is actually in awareness…”

Brett Ferrin is Vice President of Sales in North America at Traffic Logix, which develops intelligent transport solutions and traffic calming measures for safer roads worldwide. With 35 years of experience in building relationships and working across municipal governmant, sales and the traffic sector, Brett has accumulated a rich toolbox of experience in helping towns and cities make their roads safer and neighbourhoods more liveable through planning, community engagement and solutions across different modes of mobility. He is passionate about safeguarding the ordinary as well as helping professionals turn their weaknesses into strengths.

On today’s show, Brett and I dive into the topic of traffic safety and the different approaches available to protect our communities, from working with awareness to implementing sustainable widgets on along the roadways. We discuss the potential and perils of real-time data insights and artificial intelligence and what it may mean for the future of mobility, human behaviour and urban planning.

Biography

Brett Ferrin is a seasoned sales leader with a rich background in the traffic and transportation industry. Currently serving as the Vice President of Sales for North America at Traffic Logix, Brett has been at the forefront of implementing data-driven traffic solutions since 2011. His prior roles include Director of Sales and Marketing at Houston Radar LLC and various leadership positions at Traffic Logix. With over 35 years of experience, Brett has honed his expertise in managing sales teams, setting up distribution channels, and navigating the complex landscape of city, county, and state budgets and procedures. Brett holds an MBA from Western Governors University and is passionate about leveraging data to achieve Vision Zero goals, improve urban planning, and develop effective traffic calming strategies.

Born in Utah and having lived in Portugal for 2 years, Brett has a keen interest in different cultures through languages and is a guy who enjoys family time, digging in the dirt, playing on his tractor and growing things. He also raises game birds for fun including partridge – and has a pear tree to match.

Resources Related to the Episode

Episode Chapters

(Chapters are embedded in the episode for quick access, click this to expand and view all chapters and time stamps)
  • 0:00 Intro
  • 1:59 Guest Intro and Languages
  • 7:10 Getting into traffic and Traffic Logix
  • 10:23 The complexities of traffic
  • 12:42 Vision Zero
  • 16:38 Design with human behaviour in mind
  • 23:43 Leveraging real-time data insights
  • 25:03 NIMBY and the complexity of urban planning
  • 30:49 Traffic Calming Measures
  • 41:31 Future Challenges for Traffic Calming
  • 43:35 Influence of AI on the transport system
  • 49:21 A question of human control and freedom
  • 52:25 When nothing changes, nothing changes
  • 54:12 Brett’s Future Trajectory
  • 56:48 Q&A Start
  • 57:15 What inspires you?
  • 58:27 Key moment, book, event
  • 1:02:49 If you had a magic wand?
  • 1:04:34 Biggest challenge to date
  • 1:07:57 Time Management
  • 1:10:38 Advice for young professionals
  • 1:12:31 Where can people find you?
  • 1:13:48 Final Message
  • 1:14:29 Outro

Connect with Brett Ferrin

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Credits