Momentum isn't built in one big moment - it's built through the small actions you take every day. The Keep It Lit Challenge is about building the habit of showing up, participating, and taking small actions that move your business forward. If you're up for the challenge, aim for 10 activities here in the MMC Village each day, such as: ✨ Posts 💬 Comments 🪞 Giving feedback 📅 Joining an event 🤝 Meaningful conversations 🔥 Momentum → 👀 Visibility → 💬 Conversations → 🤝 Relationships → ✨ Opportunities When you've reached your 10 for the day, come back here and share one meaningful interaction, win, or takeaway. Every time you post here, it encourages someone else to keep going. Your comment counts as one of your ten too! 😉 👉👉 New here? You can jump in anytime - check out the full challenge details

By Bert Russell 7-12 -2026 @ 3:13 PM Who the F*** Am I? Who the f*** am I? That is the question. I ask myself every single day. I excel at my job. I understand KPIs, TCU, miles, hours, capacity, timing, and the countless moving pieces that determine whether an operation succeeds or collapses. I produce results that few people can replicate. But make one mistake—just one—and suddenly that is all people notice. They forget the hundreds of routes that worked. They forget the problems I prevented before anyone else even saw them coming. They forget the drivers who made it home, the freight that arrived on time, the overtime I reduced, and the miles I saved. They remember the mistake. They call me something I am not. A dispatcher. No disrespect to dispatchers. They do a job I cannot replicate. They manage the live operation, the drivers, the interruptions, the phone calls, and the chaos unfolding in real time. But I am a route planner. True and true. I study the operation before the wheels start turning. I see distance, time, equipment, workload, delivery windows, and human limitations as one connected system. I build the path before everyone else steps onto it. Yet somehow, when the operation succeeds, the warehouse made it happen. Leadership made it happen. The drivers made it happen. And I am treated like I am just another driver. Just another name. Just another college-educated idiot sitting behind a screen. But guess what? I do not give a flying f***. Because my work is like a rip tide. Most people only see the surface. They see trucks leaving the yard. They see freight moving. They see drivers arriving at stops. They see numbers on a report. They do not see the current underneath. They do not see the planning pulling everything into position. They do not see the calculations, judgment, pressure, experience, mistakes, corrections, and constant adjustments moving beneath the surface. A rip tide is powerful because it is invisible. You can stand in the water believing everything is calm, while the current beneath you is controlling where you go.

The goal isn't perfection. It's momentum. 𝐓𝐨 𝐤𝐞𝐞𝐩 𝐲𝐨𝐮𝐫 𝐟𝐢𝐫𝐞 𝐥𝐚𝐧𝐭𝐞𝐫𝐧 𝐥𝐢𝐭, 𝐚̲𝐢̲𝐦̲ ̲𝐟̲𝐨̲𝐫̲ ̲𝟏̲𝟎̲ ̲𝐚̲𝐜̲𝐭̲𝐢̲𝐯̲𝐢̲𝐭̲𝐢̲𝐞̲𝐬̲ ̲𝐚̲ ̲𝐝̲𝐚̲𝐲̲. Don't stress - they add up quickly through: ✨ Posts 💬 Comments 🪄 Feedback 📅 Event participation 🤝 Conversations in the Village When you've completed your 10, 𝐜̲𝐡̲𝐞̲𝐜̲𝐤̲ ̲𝐢̲𝐧̲ ̲𝐛̲𝐞̲𝐥̲𝐨̲𝐰̲ ̲𝐞̲𝐚̲𝐜̲𝐡̲ ̲𝐝̲𝐚̲𝐲̲ and share one meaningful interaction, win, or takeaway from today. 🅱🅾🅽🆄🆂: Your comment here each day counts as one. 😉 (Not sure what I'm talking about? Full Challenge details can be found here)

The goal isn't perfection. It's momentum. 𝐓𝐨 𝐤𝐞𝐞𝐩 𝐲𝐨𝐮𝐫 𝐟𝐢𝐫𝐞 𝐥𝐚𝐧𝐭𝐞𝐫𝐧 𝐥𝐢𝐭, 𝐚̲𝐢̲𝐦̲ ̲𝐟̲𝐨̲𝐫̲ ̲𝟏̲𝟎̲ ̲𝐚̲𝐜̲𝐭̲𝐢̲𝐯̲𝐢̲𝐭̲𝐢̲𝐞̲𝐬̲ ̲𝐚̲ ̲𝐝̲𝐚̲𝐲̲. Don't stress - they add up quickly through: ✨ Posts 💬 Comments 🪄 Feedback 📅 Event participation 🤝 Conversations in the Village When you've completed your 10, 𝐜̲𝐡̲𝐞̲𝐜̲𝐤̲ ̲𝐢̲𝐧̲ ̲𝐛̲𝐞̲𝐥̲𝐨̲𝐰̲ ̲𝐞̲𝐚̲𝐜̲𝐡̲ ̲𝐝̲𝐚̲𝐲̲ and share one meaningful interaction, win, or takeaway from today. 🅱🅾🅽🆄🆂: Your comment here each day counts as one. 😉 (Not sure what I'm talking about? Full Challenge details can be found here)

The goal isn't perfection. It's momentum. To keep your fire lantern lit, aim for 10 activities a day. Don't stress - they add up quickly through: ✨ Posts 💬 Comments 🪄 Feedback 📅 Event participation 🤝 Conversations in the Village When you've completed your 10, check in below and share one meaningful interaction, win, or takeaway from today. BONUS: Your comment here each day counts as one. 😉 (Not sure what I'm talking about? Full Challenge details can be found here)