Off the top of this week's Overdrive Radio, Kevin Rutherford recalls his first time on a stage speaking to a roomful of owner-operators, back in 1999 at the Mid-America Trucking Show as part of Overdrive's Partners in Business seminar series at the time.
The first question he asked the room was for a show of hands among those who had ready access to a detailed accounting of their business performance, such a profit and loss statement or weekly/monthly load-by-load accounting of costs, revenues and profits. Essentially: Who here knows their numbers?
He asked the same question back in October to small fleet owners and owner-operators, near 30 years later, and results were similar. "About five to 10 percent of the room" raised their hands in 2025, just as in 1999, he noted. "I set a goal in 1999 ... that every time I asked that I wanted more hands to go up, and I have failed miserably. I haven't even moved the needle" on it.
Yet still, as he contends in this podcast excerpting parts of his talk at the annual conference of the National Association of Small Trucking Companies in October, "if I can give you one thing that's going to turn your business around, it's that you have to have those numbers," he said. "It's more and more important all the time."
Rutherford at NASTC took attendees through what’s been his principal goal for more than two decades now -- helping one-truck businesses optimize every single aspect of their work toward the profit goal. As noted, he’s failed to capture the full attention of most owners, yet there’s evidence among those he’s reached his message is resonating, and it's working for many.
In the midst of the last few years' storm of difficulties for trucking businesses of all sizes, it's easy to find news of this or that trucking company’s recent bankruptcy, of course. Yet "while we're watching carriers drop like flies, I'm watching carriers I've worked with for years set records," he said. In this "crazy freight recession everybody's talking about, I'm seeing single-truck owner-operators put out records, revenue and profit records, that I've never seen before, that I didn't think would be possible."
Achieving such isn’t something that’s accomplished overnight, and certainly isn’t what you would describe as "easy." Yet Rutherford hopes more owner-operators might resolve this new year to take one area of focus – and he talks about plenty in what follows here – and take that area and really resolve to improve execution. Start with one, then move to the next one, and the next one. For the business owner with one truck, when it comes to controlling costs and really beating the competition, Rutherford feels the competitive advantage is real.
"Single best model in the industry -- a single-truck owner-operator with really good relationships with good small brokers," he said, "serving customers better than anybody else can."
Along the way through his talk, he delivers three points of emphasis for owners who using load boards -- they shouldn't be 100% satisfying freight needs, but rather serving as a strong educational window on the market, and a path to those strong broker relationships on specialized lanes that might carry independents forward toward being that truly Remarkable One Truck Company, or ROTC for short. That's the name he and NASTC have given their partnership to help deliver business insight and education to both Rutherford's network and NASTC members.
Kevin Rutherford's network: https://letstrucktribe.com
NASTC: https://nastc.com
Find Overdrive's own Partners in Business start-to-finish playbook for an owner-operator career, informed by both Rutherford and NASTC's work through the years, via https://overdriveonline.com/pib