Welcome And Meet Mark

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Welcome back to That's Delivered. I'm your host, Trucking Ray. And today we have guests with us. I also have to have Mark Fiarello. Mark is a Marine Corps veteran, trucking professional, and safety-focused leader. With more than 1 million safe driving models under his belt, he's passionate about improving communication between drivers and management, strengthening company culture, and helping the industry better understand where technology and AI can make a real difference. Mark, welcome to the show. Mark, how are you doing today? Glad to have you on. Good. How are you? I'm doing well. You know, we're always happy to have guests on the show, tell their experiences, and a lot of people can learn from what you have to

From Marines To Lifetime Trucking

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offer. I mean, how did you get into the trucking world, logistics world? Well, it started when I was really I from the time I was, you know, about that tall, I wanted to drive a truck and grew up wanting to drive a truck and then went into the Marine Corps and got out, went to truck driving school, started to well learned how to drive, and heck, I've been doing it now for over 33 years. Wow. I mean, man, that's that's amazing. 33 years, that's great dedication. Appreciate the the help that you've been able to provide. Thank you so much, man. You're you're

Leadership That Runs On Communication

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doing. I mean, what lessons did you learn from being a Marine that still applied in trucking? I think the biggest lessons that I learned in the Marine Corps was really discipline, accountability, and teamwork in the Marines and in trucking, everyone has a role. And when communication breaks down, the the mission, you know, suffers. It, you know, everything suffers. Yeah, it does. I think there's a lot of important lessons to learn. I mean, when it comes to transportation, and you know, when there's not good communication, a lot of things are going to suffer. What separates good leaders from great leaders? Uh I think probably the biggest thing that separates good leaders from great leaders is communication. And you know, the way that you present things and you know, teach and show people how things need to be done and what you expect of that person so they know you know what their role is and how to accomplish it. Nice. You know, a lot of leaders out there they make the mistake of seeing companies and when they when they get started, but what's one thing that they you know possibly miss that you see today? I think that really it's just communication. I think that you know back then it was more communication, everything was by phone or in person, and you know, now you have you know cell phones, you have you know, text messaging, you have you know AI that can help with all this stuff, and that's you know, pretty much what I'm working on trying to get companies to integrate AI into different operations, and it's not to replace people, it's to you know, assist, you know, the people in make things quicker.

Broken Promises Hurt Driver Trust

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Yeah, I mean drivers, I mean the company culture, there's a lot of things that go into play. How does you know the things that you're working on help drivers feel more you know connected with their company? Well, I think that you know relationships between the company and the driver really stems from communication from the start. There's a lot of companies that you know promise drivers the moon, you know, and this is the way you know, this is just the greatest place since lice break. And then, you know, the next thing you know, you you don't get any communication. You know, you by the time you get communication, it's like I I should have known this a couple hours ago, you know. What's what what's taking so long? You know, now I'm having to, you know, backtrack and you know, try to figure out, you know, how I'm gonna you know fix this problem that was created hours ago. And you know, you're just it seems like the driver is always behind. The the driver's always the last person to know what's going on. Almost like the Marines, first to know, last to, you know, first to go, last to know type of deal. You know, that they send the Marines in there, you know, you're the first ones to go, but they don't tell you anything. And you're left, you know, guessing, you know. Yeah, I rely on a lot of the background and the training that really comes into play. What practical things can companies do to rebuild trust if if drivers have had a breakdown in the communication? Just uh being honest, I think over the years, one of the biggest things in all my years has been companies aren't truthful with drivers. You know, they they promise you the moon, but they don't deliver, you know, they say they're gonna get you somewhere and you don't get there. You know, they say you're gonna get this and you you don't get it. You or you, you know, they promise you everything and there's they don't fulfill their end of the obligation. Not that they're gonna, you know, they can necessarily fulfill it every time, but at least make an effort or communicate, or you know, and I think drivers will definitely go above and beyond for their company, but after you know, so many things, that's the biggest problem with retention is you know, drivers just get sick of not knowing anything or not getting you know what they want, and then eventually they get frustrated with a company and then they leave. Yeah, that's that's definitely um frustrating. I mean, they put in a lot of work with these drivers, they put in a lot of training, and then you know, they they they lose the driver. I mean, that's that's gotta be very frustrating. Uh, what's one thing that you you know you're working on that will help fix a lot of that?

Practical AI Help For Fleets

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Basically, just communication. You know, like I said, AI isn't magic and it won't fix broken processes, but if the communication, you know, is already broken, AI will just expose the problem. But where AI helps is, you know, with status updates, low tracking, detention, SOPs, reducing duplicate entries, and helping people get the information faster. Nice. So somebody's rollouts, what you know, what does the future look like for AI? There's a lot of misconceptions out there where the people have about AI. Where can AI realistically help trucking today? Well, like I said, I think that you know, AI, you know, would help with status updates, you know, tracking your loads, the attention tracking, SOPs, reducing duplicate entries, and helping just get the information faster to everyone. Okay. And maybe break that down for some of the listeners. How do they do that? I mean, how does that actually get implemented? Some of that part of it can be through templates, possibly integration into the you know, transportation management systems. You know, usually what I do is do uh an audit of you know how their policies and procedures work and what they're currently doing, and then go through and see where AI could help and how it could help, and what tools would be beneficial for each you know thing. Okay. What's scenario? Maybe you don't want to share any clients' names or customers' names, but what's one scenario where you saw a problem that came to you, and then you know, you you were able to implement these things and they saw success on the other end. Just in you know, the load from start to finish, you know, there a lot of companies have all different ways that they're doing things. And so you can, you know, once you find out the way that they're doing it, you show them, you know, what tools are available and how they can, you know, what tools are available, how they use them, and then it's just a matter of if they want to implement the that or not. And that's one of the biggest challenges right now. Most trucking companies, some of them have tried using AI and really, I don't believe, got the proper training. And they're like, well, you know, this doesn't work, you know, they and they just don't use it and go back to to doing things the way that they were doing it. I think that most the biggest thing is implementation training, you know, and showing them and actually getting them to use the system. And once they realize how to use it and how much time it saves them, that frees them up to do other things without having to do duplicate steps and duplicate entries and you know, all this, I think that you know, they would eventually realize that this, you know, is great, but it it doesn't replace people, it just makes everything more streamlined and a quicker process. As far as updating everybody, you know, from the time the load's picked up to, you know, arriving at the shipper, you know, whether you're delayed or not at the shipper when you leave, tracking, you know, the load as it moves, to getting everything made, you know, getting everything, you know, like if you were delayed or you know, all that stuff, you know, calculated and put into your system, and then that way when you get the load delivered, you turn in your paperwork and it's ready to go. It's you know, all your stuff is documented and billing can go out, and it, you know, it's just one streamlined process.

Training That Makes AI Stick

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And as it goes along, you know, with AI, how you can do it and structure it is to where it up to dates each department. You know, dispatch gives you the load, all right. So you get the load, and then you know, you as you enter the stuff into your system, you know, it updates everybody as you go to where it's all streamlined, more or less. I like that. I mean, that sounds amazing. If it works right, I mean you've really zeroed in on that communication. If the client isn't communicating that what is being implemented is not working for them, or they're not understanding it, then it's gonna just they're just gonna default and go right back to what they were doing. And then they waste the money and time and effort. It's very frustrating, I'm sure. But if it works smoothly, smoothly, that reminds me of someone, you know, I got clogged pipes at their home and they want to get it all fixed because you know stuff is getting is getting blockaged and they're getting frustrated. So when you get those pipes cleared out and things flow the way they need to flow, it is probably very peaceful to get those things to work correctly. And that's I see that, but what you're saying is very important for companies to really hone in on the implementation to make sure it is done correctly and that it works. I think one of the major things is training, you know, and can and possibly continue training. Some companies, you know, will say, Yeah, all right, I'll you know, I want to do this, you know, train me and teach me, you know, and you do that, and then they're like, All right, that's all I need. See you later, you know, and it's like, well, you know, if you want, you know, we can set up a you know a maintenance thing as far as you know, all these implementations that we're making, and we can do, you know, a weekly or bi-weekly or a monthly training, you know, as things change and as we need to change things, you know, we can train you on all this. And if we do a weekly or bi-weekly training or something, if you have any questions, you get you get them answered, you know, and know how to implement it, know how to do it, what to where you where there's not any of that, well, this doesn't work. I or I forget how to do it, or I didn't take notes when you were doing the training, so I don't know how to do this, so you know, screw it, I'm going back to the the old way. So yeah, and and that's been the the biggest challenge is, you know, a lot like I said, a lot of companies have tried, some have tried it and some haven't, some don't want to, but if it's structured properly, I I think it could really be beneficial for everybody involved as far as updating brokers, updating all the departments, letting it just letting everybody know what's going on. And by entering all that stuff as the driver goes, it updates everybody automatically. So, what's slowing it down for individuals? You mentioned that the hesitancy, uh, there's places where maybe they just think that it's gonna take their job, and then you know there's some fear factor in there. I'm sure there's a lot that I can try to imagine, but what have you seen that slows down this process or makes it worse where they they can't they can't get it done? I think I think some companies don't want to change. They're like you said, I think they're kind of afraid of it. Uh a lot of companies may think, oh well, you know, this or you know, AI is gonna take my job, and AI is really not going to take your job, it's it's gonna make your job easier. It's not really built to replace you, it's there to assist you. I like that because even on this podcast, you know, there's a lot of technology that comes my way. I could use it. I try to you know invest in the podcast, and you try to bring stuff in to make it better. And but it gets a little frustrating because it's me. I don't know exactly how to use it correctly. So investing in the training, I could see that even just for myself. I'm implying for me. I'm just thinking about that, you know. I'm not just thinking about these trucking companies out here that are struggling, but there's something going on out there where the human needs to learn how to adjust to what's available to them so that they can keep up and be competitive. That's where you come in. That's where you're able to help these individuals if they if they let you do it, right? Yes, if they in the implementations, you know, the you know, the way they implement it is, you know, you get the training, you you know, have the you know, meetings, you know, weekly, bi-weekly, you know, to while they're learning this, and you know, you're showing them how to do this, and it's to increase efficiency, and it's really designed to save each person, you know, about two to three hours or two to five hours a week. So if each person in the company is saving two to five hours a week in duplicate entries and this, that, and the other thing, well, what does that free them up to do? More be more productive, you know, get more loads, you know. It just saves them a whole bunch of money from having them have to do duplicate things to you know, giving them other things that they could do and be more productive. More productive. Is it a fear that people are having that maybe you know, company owners or boards will make a decision to eliminate their job? What what's your prediction? Do you think that they will still be valuable to the company? The human factor, the human capital will still be there. What's your takes on that? I think it will. I think I don't think uh or I don't think AI is gonna replace necessarily people. I think that AI is is an enhancement. It you know, it helps you do your job and it helps you do your job more efficiently. Nice. That's good. I guess maybe if we, you know, stop watching the shorts and start listening to individuals like yourself that specialize in these fields, uh, maybe that fear will die down. So that's why I really appreciate you taking the time to come on the show and talk to people. You know, your your expertise will help these individuals be successful and also help the economy, help the country be more fluid and have more time for more important things. That's what I can I can tell. And that's what I see that you're able to deliver. So appreciate that. Yeah, what what are some frustrating things that you think we can work on to try to get that process better? I mean, I know you said communication. What's one thing that you would see that companies can do when they reach out to you and they're like, all right, we want to start this new process. What can they have the mindset to to get right before they say, oh, we don't want to do this right now? What what what would you say?

Audits, Early Adopters, Next Steps

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I would say look, you know, if you're hesitant, like we do a transportation, you know, audit where we, you know, if you call me up and say, hey, you know, we're thinking about doing this AI thing, or you know, we're not too sure about it. We're you know, you can you tell me more or can you kind of explain it to me? You know, I'm kind of lost. I think the early adapters are in the long run, it'll be more efficient and more productive, and it'll be more beneficial. And I think they'll realize that in time. But if you do this audit, then you can find out more about it. Like I said, we go through the whole transportation, you know, their whole how they do things, and you know, then we evaluate all that, we find out, you know, and tell them where AI could be beneficial, and then they can make that decision. Nice. So a real good evaluation, and you mentioned adapters. Can you explain what these adapters are? The ones who decide to actually do it, because that's been the biggest challenge is there's a lot of companies out there that are fearful of it, and it's not perfect by any means, but I think the it's not gonna go away. I think it's only gonna get better, and as we go along, and I think you know, the one early adopters of it that you know get into it and then actually start learning it, using it, it it's just gonna put them that much further ahead of people as it in. the future uh evolves. I gotcha. So adopt the mindset. Adopt you know instead of just fighting that, you know, you gotta if you're gonna call and ask for help, you need to be open to it. Don't fight it, call for help and then fight it. Yeah. And there's there's a lot of people that that don't want to change. You know, they're they're in their comfort zone. You know, we're doing this, we've done it this way for X amount of years, you know, and we're doing just fine without AI. We don't need, you know, this stuff and okay if that's the way you feel, you know, but why wouldn't you do an audit to maybe get more education on the AI and how it could benefit you and you know have someone show you what it could do for you. Yeah yeah find those weak spots yes and strengthen them. Yes. Okay. What are some of the names of the packages that you offer do you have like a a particular package deal or is it just all custom fitted? It's all custom fitted you know what they want to do and it we don't we don't have a cookie cutter approach to you know this stuff where we just say all right this is our package take it or leave it kind of deal we you know we custom we build a package for each individual company or person or you know to what whatever it is they're looking for. Okay so just to get initially started uh what is someone looking to invest in what what what would be the first initial investment just the transportation audit that that would be your initial investment you know that's what we'll call it all right I like that you know and that audit would reveal you know all the different all the different ways you know AI could improve your operation and you know we just outline a whole system for you you know and you could pick and choose you know what you want or what you need or what you're looking for and we'll design it just however you want it. Perfect.

Contact Info And Final Takeaways

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What's the best way for people to reach out and try to get to know you guys they have a website or is there social media following right now working on getting the website up and running if they wanted to reach me they could send me an email or if they wanted to call me they could give me a call. Okay. Uh what's the email that they should use put that in notes or you can verbalize it as well. Just markfiorello at yahoo.com all right that I gave you and you know if they wanted to call me my number is 4054101646. That's beautiful just mark me a message and if I don't answer just leave me a message and I'll get back with you. I feel like you know we we're cleaning house we're helping the industry out and we're getting those cobwebs down we're helping people thrive in an industry that has room for success room for people to to be better. So and I think you're providing that great service so keep up the great work and uh coming on the show also talking about it. I know you have a limited amount of time so you carved out some some minutes here for us so that we can get an eye opener to what's slowing people down. You know it's just those misconceptions, those short videos probably scaring people thinking that they're gonna not be have any jobs, not have any income and you're here to tell them it's not the case. So AI is just going to help give you more time help you know you dedicate more time to the experience of the customer. So this is good. This is great and it's something that I open it for many people out there to know that communication leadership and trust is going to be the key factors to help you be successful. So I really appreciate you talking about this. And I appreciate you having me you know on here you know to talk about it and you know share share it with you and all your viewers so I'd be more than happy to come back anytime or if anybody has any questions like I gave you the my contact information so awesome you know being being on the Vast Deliver podcast you you're you're definitely always a one of our family uh to come back on talk about any new changes I'm not I'm sure there's new things in the future to look forward to that you guys are going to be innovating within your company as well. So thank you for for doing that. Yes um I I'm working on some stuff individually and I'm working on with collaborating with a few other people on different different projects. So all right well I wish you guys all the success technology and AI will continue to evolve but companies that succeed are the ones that will remember in the future and trucking is still a people business and also a successful business for streamlining and making the experience better. So I want to thank you so much for coming on the show and as we always say you know thanks thanks for reaching out if you guys want to comment subscribe share an episode with someone in the trucker industry we appreciate it. And this is an episode of that's delivered your host truck and Ray and until next time stay safe stay driven and keep rolling out there