, Business Editor
In trucking, following the crowd creates mediocrity not success for most carriers. This doesn’t mean that a small or micro carrier that hauls general freight will fail; it just limits the company’s financial growth unless the carrier wants to increase the number of hauling units.
To be successful while remaining small, you need to haul either what the majority of truckers don’t want to haul or haul to areas considered to be undesirable. You need to find those things which most truckers find to be undesirable, rendering them impossible to most mind-sets; for example, the trucker who hauls horse manure from race tracks to mushroom farmers, or the carrier that moves furniture and belongings from burned-out buildings to the companies that restore the items and deodorize them in ozone vaults.
The list goes on and on and is limited only by your imagination. Nevertheless, the one common denominator is that it takes the small or micro motor carrier to have the flexibility to haul unattractive loads or go to undesirable locations.
Success follows when doing the impossible becomes the probable .
Tim Brady’s “Trucking Insights” column appears monthly, offering helpful tips on how you can successfully navigate your business in today’s economy.