Creativity Keeps on Truckin’

Our creativity keynote presentation for “Get Back in the Box!” is one of our most requested programs in these challenging times of constant change.

The same can be said for our full- and half-day seminars for “Creative Innovation – Out-of the-Box Thinking.”

I’m continually amazed by the limited thinking of many who attend both programs. When asked, most people reply that they are NOT creative. I’m never certain whether this response is a result of shyness, humbleness, ignorance or denial. Everyone has a degree of creativity whether they realize it or not.

I’ve also had a number of people state that creativity may work well if you work for Disney, Google or Hallmark Cards, but they simply can’t see a place for it where they work. How do you show creativity in a dentist’s office, lumber yard or post office? This attitude is nothing more than a lack of vision, desire and application. I’ve seen many examples of creative ideas enhancing advertising, marketing, customer service and design in organizations many would consider lacking in opportunity for innovative thinking.

Applied creativity can enhance any situation. For instance, during a recent routine trek to the airport, I found myself approaching a semi-truck. As I neared the rear of this over-sized behemoth, I couldn’t help but notice a large, colorful message painted on the rear door of the semi-trailer. It stated simply:

Our Most Valuable resource sits 63 feet ahead!

I couldn’t help but admire this unique use of something as simplistic as a door on the rear of a semi-truck. Think about it:

  • There are more than ten million semi-trucks on U.S. roads today!
  • There is always someone driving behind every one of those trucks that will have no alternative but to read any message appearing on that rear door!
  • Consider the number of cars in a single day that will be a captive audience to that rolling billboard and its communication.
  • Consider as well the enormous potential of the millions of trucks which offer little or no message in this valuable space.
  • Also consider the many possible messages conveyed by those 8 powerful words:
    • This company obviously appreciates its employees.
    • Therefore, it probably values and appreciates its customers as well.
    • The driver is probably better trained and more aware of his/her driving as he/she strives to live up to this message.
    • If this company is creative in this way, it is probably creative in other ways as well.
    • And the list goes on.

It required very little time and minimal cost to place that message on the rear of a truck that is now promoting that company from coast to coast 24/7, whether rolling down the highway or parked in a truck stop while the driver grabs a bite to eat!

Think about it! This company is headquartered in Nebraska. I saw the message in Michigan and shared it with a large conference audience in Missouri the very next day! That’s pretty impressive ROI!

How many other drivers may have done something similar?

I wonder how many other trucks are spreading that message every day on behalf of this very creative company?

Why not sit down with your staff and brainstorm how creativity and innovation could possibly benefit your organization in ways that have never been considered? Thirty minutes of creative brainstorming could provide a lifetime of valuable benefits!

To prove my point and solidify this message … The name of that creative company is Shaffer Trucking of Lincoln, Nebraska, and you can learn more about them at

About Harry K. Jones

Harry K. Jones is a motivational speaker and consultant for AchieveMax®, Inc., a company of professional speakers who provide custom-designed seminars, keynote presentations, and consulting services. Harry's top requested topics include change management, customer service, creativity, employee retention, goal setting, leadership, stress management, teamwork, and time management. For more information on Harry's presentations, please call 800-886-2629 or fill out our contact form.

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