What the Truck?! Rewiring for Success with Timothy Dooner

Freight Nation: A Trucking Podcast

In this episode of Freight Nation: A Trucking Podcast, host Brent Hutto is joined by Timothy Dooner, WHAT THE TRUCK?!? Host & Producer at FreightWaves and SiriusXM.

Join them as they explore:

• The importance of consistency and dedication in maintaining podcast success
• Leveraging partnerships and sponsorships for podcast growth and sustainability
• Purpose-driven content creation in building a successful podcast brand
• And much more!

Dooner is an award-winning podcaster who hosts and produces FreightWaves' WHAT THE TRUCK?!? In under a year, he helped build FreightCasts, the world’s largest logistics and supply chain podcast network in media. WTT is ranked in Apple Podcasts top-20 Business News podcasts. He also writes a newsletter of the same title with over 15k subscribers in the supply chain and trucking niche. Dooner has been in freight since 2005 and has held director positions in operations, sales, consulting, and marketing. He has worked with FedEx, Reebok, Adidas, L.L. Bean, Hasbro, Louis Vuitton, and many more high-level clients across the full spectrum of the supply chain. He was also a featured speaker at TEDx Chattanooga.

Episode Highlights:

[10:37 - 13:15] Tim's insights into content creation challenges stem from his own experiences with "What the Truck?!" Starting out, he faced the common hurdle of consistently producing episodes while balancing other commitments. Initially, Tim had no background in freight but found himself in the industry due to circumstances. At FedEx Trade Networks, he tackled complexities of air, ocean freight, and global logistics, gaining a thorough industry understanding that fueled his future content creation. Despite various setbacks and career shifts, Tim's creative instincts persisted. His journey from music to freight operations to sales demonstrates a willingness to adapt and learn, essential traits for content creators. Tim's realization during his darkest times that he needed to rewire with a sense of purpose highlights the importance of resilience and self-awareness. His decision to channel his energy into positive endeavors, such as podcasting, enabled him to overcome personal struggles and find fulfillment in his work.

[13:45 - 22:13] Tim's collaboration with FreightWaves and Craig Fuller demonstrates the power of seizing opportunities. Despite initial skepticism from others in the industry, he recognized the potential of podcasting as a powerful medium for freight content. His passion for creating engaging, conversational content resonated with Craig's vision, leading to a partnership that continues to thrive. Through FreightWaves TV and other innovative initiatives, Tim demonstrates a commitment to expanding content distribution and reaching diverse audiences. By embracing new technologies and platforms, such as social media, Tim maximizes the impact of his content, which now supports an entire team and multiple shows while fostering community engagement and driving industry conversations forward.

[22:15 - 25:47] Tim's emphasis on brand authenticity is rooted in his belief that genuine connections with the audience are paramount to long-term success. For instance, Tim's casual attire infuses his personality with the podcast and reflects an understanding of his industry’s culture. As he says, Freight's not pretentious, so it's grassroots and it's very genuine and authentic. He further explains how he includes a variety of guests on his show, from truck drivers to C-suite executives. This creates a well-rounded platform that appeals to a broad audience and fosters trust because he is genuine in his approach to content creation.

[29:30 - 29:58] Timothy emphasizes the importance of collaboration over rivalry in the industry. He mentions supporting others by offering his platform to help them grow. Timothy believes that forming early partnerships and friendships can lead to great collaborations and success in the future. His approach is to assess if a partnership makes sense, and if so, he aims to help where he can, fostering a supportive community.
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