Inspirational excellence from a “great dad”

Standing before the distinguished audience at the second annual MasterDrive Fleet Safety Awards on 8 June 2023, JONATHAN MPHAKE couldn’t help but feel overwhelmed by the significance of the moment.

Having been named the Best Fleet Manager in South Africa at the inaugural awards in 2022, I was honoured to be able to address the audience on this momentous occasion, following in the footsteps of industry stalwarts like Gavin Kelly, CEO of the Road Freight Association (RFA).

Having been raised in an East Rand township, how could I possibly measure up to such influential figures? How could I offer something of value to the audience? I decided to speak from the heart, drawing from my personal experience and the driving force behind my unwavering passion for fleet and supply chain management.

Delving into the “why” – the core tenet of my fervent dedication to this industry – I shared the profound influence of my father, Edward Rampho Mphake, on my life and career path. It was this deeply personal motivation, rather than my technical expertise or professional accomplishments, that resonated with the audience.

One of my favourite quotes on the “why” comes from Simon Sinek: “If we learn to start with WHY and share the reasons that we’re passionate for our work, we give people an opportunity to connect with us on a deeper, more human level.” After my presentation, an audience member perfectly encapsulated my message by sending me this picture (below) from my talk, saying: “The legacy lives on in the shadow of your great dad.”

As far back as I can remember, my father was a truck driver. He had an increasingly rare ethos of hard work, determination, and providing for his family. He also faced the social stigma of being “just a truck driver” and the unbelievable burden faced by so many – being the sole breadwinner providing for a family. No matter how he felt, my father soldiered on, but he was nevertheless more than just his vocation: he was a loving father who yearned to spend more time with my sister and I.

Behind the wheel, there is a person

Over the years, fleet management has evolved from a purely technical undertaking – focused primarily on the effective use of resources and reduction of cost and risk – into a science that underpins supply chain management. A big part of this is the human element; we should never forget that there is a human being driving the truck.

My father endured many hardships because he wanted the best for his children. He hoped that we would not have to face the same issues; he instilled in us the ethics and values that now drive our existence. It sometimes surprises me to realise how many of my thought partners and beliefs result directly from his input.

My father made me understand that people have value; so often in the pursuit of logistical excellence and profitability, we forget the human aspect. While the focus may be on telematics, the latest truck models, or new environmental, social, and governance (ESG) goals, the fact remains that there is a human behind the wheel. That person has dreams and aspirations; they help to drive the economy forward and they deserve to be seen.

My father also taught me that when you want people to adhere to safety principles, you have to speak to them, not at them. Much of my fleet management success has come from always engaging directly with drivers. I understand the family pressures: how they miss their children and the other mental and physical pressures they face by being absent from home and on the road for long periods. I know that they persevere for the sake of their loved ones, and speaking to them from this perspective gains their trust and means they are more likely to want to align with the company’s vision.