#189. 3 Things I was Dead Wrong About When I Started

In this episode of Haulin Assets 2.0, we look back at the rapid growth from 1 truck to 12 in just 2.5 years—right before the freight market flipped. What seemed like momentum quickly turned into hard lessons. This episode breaks down the three biggest assumptions that didn’t hold up and how they reshaped the way the business runs today.

Top 3 Things I Got Wrong

1. Direct shipper relationships would be easy to land. I thought showing up and doing great work would be enough. In reality, most shippers don’t change carriers unless they have to—and it can take dozens of conversations just to get a shot.

2. Being financially conservative was the main key to success. Important? Absolutely. But it’s not even top three. Strategy, relationships, and timing matter just as much—if not more.

3. Broker freight could carry us long term. Maybe as an owner-operator. Not if you want to grow. Market cycles expose that weakness fast.

What’s Changed

After growing too fast heading into a freight downturn, the approach shifted: slower, controlled growth, bringing on a partner, and building smarter through market volatility.

What to Expect from Haulin Assets 2.0

More energy. More entertaining content. More focus on the operator’s day-to-day life—not just ownership, but life on the road and how to make it better.

Final Thoughts

Growth without strategy will humble you. Relationships take longer than you think. And broker freight alone isn’t a long-term plan if you want to build something that lasts.

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