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Conference Connection


“When you’re really good, that’s awesome, but that means you need to be even better. You better make sure you’re really taking care of your people, that you’re really doing the right


thing, that you’re not taking shortcuts.” — Ross Bernstein


“Tinking differently about safety, hiring


young people who want to stick around, get- ting sure people do the right thing, whether that’s passing a drug test or not making the wrong decision around children—a lot of the lessons are transferrable,” he explained. Bernstein likened the success the school bus industry has had with its unparalleled safety record to the greats in the sports world. But, as with great power comes great responsibility, so, too, does great success come with great scrutiny. “When you’re really good, that’s awesome, but that means you need to be even better,” Bernstein said, using two scandals involving the New England Patriots football team as an example. “You better make sure you’re really taking care of your people, that you’re really doing the right thing, that you’re not taking shortcuts.” In the end, Bernstein said he hopes STN EXPO attendees walk away from his talk realizing that they need to change and adapt, especially when hiring new employees and dealing with state and federal regulations. “We can’t keep doing what we’ve been doing,” he explained. “I’ll give some great examples of how companies have overcome challenges.” Bernstein will balance that message with one that he called “old school,” as he’ll discuss the power of Karma and utilizing personal referrals and what that means, for example, in an age of social media. “It’s a lot of relation- ship building 101 and building stronger rela- tionships,” he added. “I’ll give practical advice on things that work and that don’t.” As for those who remain skeptical about the message and what they learn from the professional athletes, Bernstein challenges them to think from the perspective of the teams they work in, work with or belong to. “I hear from people all the time who say,


‘I don’t even like sports but I loved your program because I loved hearing the stories about these people,’” Bernstein concluded. “It’s from a lens that everyone can un- derstand. Everyone roots for teams, they understand the analogy.” 


Learn more about Ross Bernstein and the other 2018 STN EXPO keynote speakers at stnonline.com/go/b7.


54 School Transportation News • MAY 2018


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