Something to write about

By Jim Thomas -- Logistics Management, 1/1/1998

For the inauguration of a new magazine and the beginning of a new year, it seems appropriate to discuss great achievements. Fortunately, there has been a rich history of achievement in transportation and logistics.

Take railroads, for example. The Atlantic and Pacific Coasts were joined by rails in 1869, effectively linking resources and communities from across the country. As the rail network developed, the chilling constraints of winter ended for much of the nation. Mines that stopped production due to impassable roads now could operate year round. Their customers didn't have to accumulate winter inventories. The nation's health improved. Those who lived in the northern portions of the country no longer had to stockpile food; they received fresh produce from California or Florida.

Of course, the great accomplishments of the past frequently are overshadowed by those that follow. The U.S. highway system, reliable cars and trucks, airlines, and climate-control technology all have taken bigger bites out of winter. That's one thing to remember about achievements: Even the very best of them give way to something greater.

In 1998, most logisticians have set their sights low with regard to achievements. Give them an end to the gridlock on the Union Pacific, give them a Teamsters contract with no labor unrest and everyone will be passing out the kudos. Unfortunately, as important as they are, these issues are largely maintenance concerns. Once they're resolved, we will be no better off than we were before they arose. We need to press for newer and larger achievements. Here are four, in no particular order:

1. Create a bullet-proof transportation company. "If you can't make money in this economy, then you can't make money," a number of executives told me last year. That's great, but the law of gravity applies to economics, so sooner or later, we are going to get hit with the downturn. That means a good number of transportation providers will be struggling again. Rates will drop, costs will get cut internally--you know the drill. We need more carriers that do not face extinction when times get tough. There are companies that develop business in weaker economies. Could you join them?

2. Solve global warming. I've read all the articles about fossil fuels, the ozone layer, and my refrigerator, only to come to the conclusion that scientists and politicians really don't have a clue as to how industry emissions affect global warming. Regardless, a group of world leaders in Kyoto, Japan, have agreed to cut greenhouse gases to 7 percent below 1990 levels within 14 years. Truckers have been threatened by environmental regulations in the past and there's no reason to believe they won't be scrutinized again. Instead of waiting for some high-profile Washington type to point the finger, how about taking the lead? The industry should promote the fact that it produces a relatively small portion of the CO emitted by motor vehicles. It should continue to explore new technologies and improvements in existing ones. Couldn't these cut emissions by more than 7 percent?

3. Think in terms of achievement. With the exception of horoscopes, solutions rarely come from journalists alone. Solutions are promoted by publications, but they come from achievers from within the industry. The more achievers, the easier my job.

4. Make my job easier.