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Five Remarkable Industry Leaders Address The NATSO Show

Posted in: The NATSO Show, Leadership & Strategy


For two and a half days, the industry gathers to find knowledge, solutions and connections at The NATSO Show. Just like The NATSO Show, The NATSO Show Magazine is your source for improving your travel plaza business operations. Unlike The NATSO Show it is year-round. 

Five Remarkable Industry Leaders Address The NATSO Show

Preparing for the future means focusing on innovation, uncovering industry trends, and building a known and reliable brand. This year at The NATSO Show, five key industry leaders who are proven trendsetters in their fields addressed these themes while sharing insights to help truckstop and travel plaza operators improve their operations.

Did you catch the Live from The NATSO Show quick takes on each keynote? Read all five at the links below.

/// Creating a Culture and Building a Brand Grows Customers and Sales
“Culture is that one thing that nobody can duplicate. Culture is the core values you have to have. Culture is a company’s destiny,” Doug Rauch, an expert on branding and the former chief executive officer of the national grocery chain Trader Joe’s said during the opening kickoff keynote. “Why do you exist? Who would miss you if you disappeared? Hopefully you can answer that with a clear mind and, more importantly, each of your employees has a clear sense of the purpose of your business.” Read Creating a Culture and Building a Brand Grows Customers and Sales here.

/// Driving Growth Through Innovation
“We have a quote on the wall of Honest Tea that says, ‘Those who say it cannot be done should not interrupt the people doing it,’” Seth Goldman, president and chief executive officer of the beverage company Honest Tea said on Tuesday morning.  Driving Growth Through Innovation here.

/// U.S. Diesel Demand Projected to Decline
Speaking at The NATSO Show in Las Vegas, Nev., Ethan Groveman, manager of project consulting at PIRA Energy Group, said the combination of new technologies and changing fuel prices would affect demand. “When you look at demand patterns, you aren’t looking at diesel fuel in isolation,” he said. Read U.S. Diesel Demand Projected to Decline here.

/// Customer Engagement Key to Dominating the MarketplaceKenSchmidtatNATSOShowIA.jpg
“In a world where all things are equal and there is nothing we can sell you that you can’t get for less money, who do we choose to do business with? It is people who we like, period,” Ken Schmidt, former Harley-Davidson director of communications strategy, said on Wednesday morning. Read Customer Engagement Key to Dominating the Marketplace here.


/// Freight Volumes, Driver Pay on the RiseBobCostelloNATSOShowIA.jpg

“I would be very hard pressed to find a trucking company that doesn’t want to add trucks. But why can’t they? They can’t find the drivers,” Bob Costello, vice president and chief economist at the American Trucking Associations, told NATSO Show attendees Feb. 18. Read Freight Volumes, Driver Pay on the Rise here

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About the Author

Amy Toner

Amy Toner

Toner markets NATSO products, services and meetings. She is the content editor of NATSO's core websites, Stop Watch magazine and Highway Business Matters biweekly articles. In addition, she provides creative services across all departments. Toner joined NATSO in 2006. Prior to joining the association, she served as director of membership services at an association for ambulatory surgery centers. Toner lives in Washington, D.C., with her husband and son.

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