The adjustment was one that, since he was named our Trucker of the Year those years ago, I’ve talked with him about more than once, most definitely — it’s all in the uniform, or a single small aspect of it. As he told the assembled at GATS, “The simple addition of a tie to my uniform has had the highest return on investment of anything that I’ve done in my business to date.” The talk on the whole was, well, captivating, for lack of a better term. And fortunately for the health of my typing fingers here (though it was a short opening-remarks-type address), I caught it on video. Enjoy:
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