I Found Integrity in the Front Seat of a Semi
A 'CultureCode' can change everything
- Leadership started using integrity as the first lens for decisions.
- Drivers could count on consistency—and returned that trust.
- Recruiting flipped: drivers started seeking out jobs – recruiting costs dropped.
- Turnover dropped below 30%.
- Revenue surged—because with more drivers, they could run more trucks.
Because often, the best feedback a leader gets doesn’t come from a coach. It comes from the front lines.
In the transportation industry turnover regularly exceeds 90%.
The struggle to find drivers demands a huge budget and limits growth. Retention is a pipedream
We were coaching a CEO to lead with his culture as a recruiting advantage.
He was hesitant—afraid to let go of his safe, corporate voice.
Then one day, everything shifted for him.
I was filming a driver testimonial in the cab of a semi.
The driver broke down in tears. And frankly, we were close to tears listening as well.
He shared how this company stood by him when his wife was diagnosed with cancer—adjusting his routes so he never missed a treatment.
Full pay. Full benefits.
Other companies would have sent him out on family medical leave and wished them well. Here, his coworkers pooled time and donations to support him.
He said, “They didn’t just say they care. They showed me.”
That’s when it clicked.
We had already measured the Innocent Archetype in this CEO—and in his culture.
Integrity is one of its hallmarks and it was clearly lived there. But quietly…
The company said what they’d do and did what they said—but never led their messaging with it.
When ‘𝙄𝙣𝙩𝙚𝙜𝙧𝙞𝙩𝙮 𝙞𝙨 𝙢𝙤𝙧𝙚 𝙩𝙝𝙖𝙣 𝙖𝙣 𝙞𝙙𝙚𝙖𝙡, 𝙞𝙩’𝙨 𝙖 𝙬𝙖𝙮 𝙤𝙛 𝙡𝙞𝙛𝙚,’ was built into their new CultureCode, everything changed: