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THE RGL STORY

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DIFFERENT ON "PURPOSE"

 

 

The transportation marketplace is noisy. Nearly every company is touting 'on-time service' to customers, 'home time' for drivers, and a 'great culture' to office staff. But the fact is, when everybody is saying the same thing, it doesn't really matter who actually delivers. To catch someone's attention, you need to both be and sound different.

Bob Johnson, RGL's CEO, recognized the need for ONE mission that resonated with RGL's clients, employees, and drivers. So in 2013 RGL partnered with HNI to do some company soul-searching and find out what makes them unique. What emerged was clarity on who RGL is: the company that asks 'WHAT IF?'

 

 

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A PLAN TO DE-RISK 

When RGL brought 3 different businesses together under a single name, the new entity was left without a rallying cry. Who were we? What makes us different? Why do we exist? These were questions that no one had the answer to.

Through extensive conversations with customers and employees about what was truly unique about RGL, one theme kept emerging. RGL was always looking for ways to do things better. They were not constrained by the status quo. And they wanted to change how logistics is done.

  

 

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BOOSTED PERFORMANCE

RGL has moved away from playing the role of a traditional trucking, warehouse and handling player and become an “integrated logistics” firm.  While that category already existed in the market, it was unclear as to what an integrated logistics company really was. With the clarity of knowing what makes them different from everyone else, RGL has carved out an entirely new category - one they could own by themselves: WHAT IF LOGISTICS. 

WHAT IF LOGISTICS is a business philosophy that always aspires to get better. It also has the unique ability to resonate with many audiences, including the millenial workforce, current and future drivers, and customers that are tired of the traditional approach.

Several years later, the WHAT IF approach continues to resonate. It has also provided an easy answer to a previously challenging question: Why RGL?

 

 


"The clarity that comes from knowing why you're in business is helping us recruit top talent and attract new customers."

Bob Johnson, CEO  


 

 

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