Champion's Code: How principles of sports champions can apply to the trucking industry

One of Ross Bernstein’s failures was the source of one of his greatest successes.

The lifelong sports fan and author of nearly 50 sports books decided to try out for the Minnesota Gophers team, but that didn’t pan out as planned.

Sports author Ross Bernstein shares guiding principles for DEI in the trucking industry at ATA's Management Conference & Exhibition in San Diego.Angel CokerDuring his walk-on, he smashed into team captain Todd Richards, who was wearing a jersey with a red cross, indicating that he was injured. That knocked Bernstein out of a spot on the team … at least as a player. But it led him to become the Goldy Gopher mascot, which ultimately gave him the idea that started his career as an author: writing his first and successful book titled Gopher Hockey by the Hockey Gopher.

Like in his situation, Bernstein encouraged trucking leaders to find the silver linings. That was No. 11 on Bernstein’s list of 13 ideas on how to think about diversity, equity and inclusion (DEI) and generate momentum that he spoke on at the American Trucking Associations’ Management Conference & Exhibition in San Diego on Sunday.

“I made lemonade out of lemons,” Bernstein said.

Bernstein used different sports figures throughout history – coaches and players – to relate business principles to the trucking industry, starting with Minnesota Twins pro baseball player Kirby Puckett, recognizing his passion.

Puckett had a performer’s mentality, and would check his ego at the door, hanging out with ticket takers and concession workers on his days off, Bernstein said.