One of the perks of having a daughter who works for the NHL is access to premier events. I’m spoiled, so when she asked if I wanted tickets to the 4 Nations Face-Off, I passed.

It was a decision I would soon regret.

The championship between Canada and the United States was one for the ages. I’ve never seen Canadians so passionate — because the game was about more than just hockey.

It reminded me of the 1972 Summit Series. Back then, it was the Cold War, and Russia was our enemy. Fifty-three years later, we’re in a trade war. Sadly, this time, we’re lined up against the United States.

The more Trump tries to drive a wedge between the two countries, the more united we become as Canadians—in daily life and in business. It’s time to battle our U.S. competitors on the loading docks, just like our boys did on the ice!

Selling Canada

What does that look like?

At our company, we’re launching a “Buy Canadian” bomb. We’re approaching every shipper using an American carrier or freight broker with a clear message: support Canadian business.

We’re also blitzing U.S. companies with Canadian offices. All other things being equal, fellow Canucks doling out freight may be more loyal to their passports than their American employers.

Ground floor

Almost every corporate leader I know is scrambling for ways to reorient longstanding supply chains on short notice. Many are in over their heads, and the constant disruption and policy shifts only add to the confusion.

Businesses want certainty and predictability. They need your trucking expertise and instincts now more than ever. Don’t miss this rare (but delicious) opportunity to shape their strategic decisions from the ground floor.

Green bomb

Trump is rolling back U.S. fuel efficiency and emissions standards, slowing the transition to cleaner vehicles while driving up diesel consumption and carbon emissions.

Canada, on the other hand, is committed to net-zero emissions by 2050. As U.S. requirements are relaxed, ours will get even stricter.

Companies with global footprints — and ESG commitments — are on Canada’s side of the “green gap” no matter where they’re based. It may seem small, but showing how you support efficiency and sustainability goals can give you an edge.

Customers over margin

We’ve decided to get ultra-aggressive with pricing. We’ll match any rate — even at the expense of margin — if it means adding a new customer.

Especially a Canadian one.

Most customer relationships start with a trial shipment on the spot market. Don’t sweat the margin on the first couple of loads. Do the job and deliver exceptional service. In the big picture, it’s a small price to pay.

This window of opportunity to gain share and new customers won’t last long. Act quickly while Canadians are still fired up and the market is uncertain.

All bets are off

In my trucking heyday, I hauled thousands of loads for freight brokers. Not once did I consider back-soliciting.

Typically, customers despise carriers engaging in back solicitation. But in this environment, I wouldn’t blame any Canadian carrier for bypassing a U.S. broker to work directly with their Canadian customers.

Right now, it feels justified.

We work better together. Just ask the American hockey team. In that first match against Canada, their plan to intimidate us by starting three fights in the first nine seconds failed miserably. It galvanized our team and propelled us to victory in the championship.

Fighting back — and winning — is in our DNA.

Elbows up!