In my experience, you can’t truly speak your customers’ language until you’ve been in their shoes, boots on the ground, and felt their pain. 

I learned this valuable lesson early on in my career by working in almost every position in the fuel industry across Canada. 

I’ve worked as a truck driver. I’ve worked as a night dispatcher. I did my certification as a synthetic lube specialist. I spent a year with another customer to learn the card lock and retail business. 

This taught me about the day-to-day reality of running a petroleum marketer business, the pain points, and the regional differences from province to province. 

As a result of this experience, I learned the trade forwards, backwards, and sideways. This is why around 60% of my work is consulting petroleum marketers on how to increase their efficiency and outperform their peers.

My goal is for your business to become so efficient that your business is still around for your great-grandchildren to run one day because I’ve built those methods, metrics, and KPIs from the ground up, based on my first-hand experience of the common pain points felt throughout the fuel industry.