The story of Cliff and other business people

| February 18, 2012

An owner-operator who wakes up each morning (or night) without his or her specific business goals in mind will default to meeting emotional needs. That leads to faulty perceptions and poor decision making, which leads to reduced revenue and more pain, which leads to more poor decisions and ultimately to failure.

On the other hand, based on the information Cliff had at the time (and I grant that he did a poor job in getting the full story), it is easy to see how he arrived at his conclusion that his dispatcher lied to him.

Now comes the part that truckers will immediately grasp and office people will not. That’s the part about sitting in a truck for two days and two nights, alone, having nothing but time to dwell on the causes of your pain.

If you are hoping for a load to Dallas and did not get one when today’s freight cycle closed, time passes agonizingly slow while you wait for the next day’s activity to begin. The next day’s hope will be elevated and the disappointment increased, magnified by your girlfriend’s wish to see you and your desire to get someplace where you feel can loved again.

This is not a case of a man who is his own worst enemy. It is a case of a man who is in business but not focused on it.

Kindly note that you don’t have to look only at owner-operators to find people like that. The world is teeming with people who get into businesses of all kinds (including motor carriers, freight brokers and every other business represented in this group) without clearly defined goals. Not knowing what they need to do to make the business work, or not being willing to do it, they do instead that which feels good and thereby run the enterprise into the ground.

Such people are not their own worst enemies. The are doing the best they know how to do while being blind to their emotional needs they are trying to fulfill and the bigger picture that one must see to succeed in business.

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