Podcast: Big Picture Thinking in Trucking with Kevin Rutherford

The trucking industry thrives on resilience and adaptability, especially in times of change. In this episode of Freight Nation: A Trucking Podcast, host Brent Hutto is joined by Kevin Rutherford, Co-Owner of Let’s Truck, to discuss big-picture thinking, freight market cycles, and how small trucking businesses can find success in 2025 and beyond.

With decades of experience guiding owner-operators and small fleets, Kevin shares advice on how owner-operators can manage fixed costs and leverage opportunities in a dynamic market.

Big picture thinking in trucking

Kevin emphasizes the value of big-picture thinking as a cornerstone of long-term success in the freight industry. While operational details are essential, focusing on broader trends and strategic goals can better prepare businesses for market changes.

“Big picture thinking helps you understand where you’re going. The details ensure you get there. If you can’t manage both, find someone who can,” Kevin shares.

He also stresses the importance of building strong teams, partnerships, and systems that allow businesses to focus on their strengths while filling gaps in execution.

Understanding freight cycles

The freight market is no stranger to cycles, but disruptions like COVID-19 and regulatory shifts have created a disconnect between the freight market and the broader economy.

Kevin shares optimism for 2025, predicting a steady recovery:

“This freight cycle is one of the oddest we’ve ever seen. While we experienced a freight recession, broader economic indicators didn’t align in the usual way. The good news is that 2025 looks like a year of opportunities, with slow and steady growth ahead.”

He encourages carriers to stabilize operations and capitalize on emerging opportunities by focusing on financial discipline and incremental progress.

Kevin warns against over-leveraging during periods of growth, referencing the challenges faced by carriers who expanded too rapidly during the COVID-19 boom. High equipment costs, combined with rising interest rates, have pushed some carriers into financial distress.

“Carefully managing fixed costs is critical for long-term viability,” Kevin advises. “Chasing fleeting profits without thinking ahead can jeopardize your business when market conditions normalize.”

Leveraging AI for operational efficiency

The integration of artificial intelligence (AI) into trucking operations has opened new pathways for efficiency and competitiveness, and Kevin highlights its potential for small and mid-sized carriers.

“AI isn’t just for the big players. Small carriers can use it to make smarter choices, reduce waste, and stay competitive,” Kevin emphasizes.

AI-driven tools are reshaping several areas of trucking:

• Predictive Analytics – AI allows carriers to forecast demand, identify market trends, and optimize routes for maximum efficiency.
• Fleet Management – From predictive maintenance to dynamic load planning, AI ensures better uptime and lower operational costs.
• Fraud Detection – AI-based monitoring systems can help identify patterns of fraud, saving carriers from significant financial and operational risks.

Kevin explains the importance of using AI to enhance, not replace human decision-making. By combining AI insights with practical experience, carriers can make more informed choices that align with their strategic goals. For those preparing for 2025, even small steps toward adopting AI can yield substantial benefits in efficiency and profitability.

Leveraging change under the new administration

As the industry anticipates regulatory changes with the incoming administration, Kevin shares how smaller carriers can thrive in this evolving landscape.

He predicts benefits from eased regulations, increased demand from tariff-driven buying, and a shift toward nearshoring and U.S.-based manufacturing.

“These developments could create more freight moves and opportunities for small businesses. The key is to watch for these shifts and position yourself to take advantage,” Kevin adds.

Fraud, transparency, and building trust

Fraud and transparency are persistent challenges in trucking. Kevin advises carriers to focus on building trust-based relationships with brokers and shippers rather than waiting for regulatory fixes.

“Running your business like a strong small business can make many problems irrelevant. Build solid relationships with brokers, and issues like fraud or transparency become non-issues,” Kevin emphasizes.

He encourages owner-operators to focus on what they can control and use challenges in the market to their advantage.

To hear more of Kevin Rutherford’s advice and strategies for success, tune into this episode of Freight Nation: A Trucking Podcast on Apple, Spotify, or your favorite podcast platform.