Editor’s note: This op-ed for Bus & Motorcoach News is written by Brian Dickson, Owner and Principal Consultant of Bus Business Consultants.
Sometimes, even the most dominant performers need help with fundamentals.
In Phil Jackson’s “Eleven Rings: The Soul of Success” (2013), there’s a story about Shaquille O’Neal that stuck with me – not because of the championships or highlight reels, but because of what it revealed about coaching, leadership, and the power of bringing in a specialist.
It was the 2000–2001 NBA season. Shaq had just come off an MVP year and his first championship with the Los Angeles Lakers. He was unstoppable in the paint. But his free-throw shooting—a long-standing weakness—had become a major liability.
In December of that season, Shaq went 0-for-11 at the free-throw line in a single game, breaking Wilt Chamberlain’s record for futility. The situation got so bad that fans sent Phil Jackson amulets and crystals to help. Even Shaq’s 3-year-old daughter offered tips. Assistant coach Tex Winter gave it a shot but gave up after two days, famously saying Shaq was “uncoachable” at the line.
That’s when the Lakers did something smart: they brought in a specialist.
Ed Palubinskas, an Australian free-throw champion, was hired to work with Shaq one-on-one. The results? Shaq’s free-throw percentage climbed from 37.2% to 65.1%. In a game where just a few points can determine the outcome, that was a difference-maker. More importantly, it helped neutralize the now-infamous “Hack-a-Shaq” strategy—deliberate fouling to exploit his weakness.
This isn’t just a basketball story. It’s a lesson in leadership and strategic decision-making.
Even your top performers – and best assets – may have hidden vulnerabilities or untapped potential. And often, the solution isn’t to push harder or double down with the same people. It’s to bring in someone with the right expertise to unlock better performance.
This is especially true in business operations, where inefficiencies, declining margins, or underperforming divisions can drag down even the strongest organizations. Sometimes, the answer isn’t internal—it’s external. And timely.
Transportation has its own “Hack-a-Shaq” moments
In the ground transportation industry, those moments show up differently. Perhaps it’s a division that has never turned a profit. An underutilized fleet. Or chronic cost overruns in labor, maintenance, or dispatch that keep eroding margins. You know the potential is there, but you can’t quite get it to perform as expected.
Over the past 20+ years, I’ve been brought in to lead or advise during tough transitions, stalled growth, or underperforming operations. Not unlike Ed Palubinkas, my role is to step in when traditional approaches aren’t working—and deliver results. I specialize in operational turnarounds, margin recovery, and performance improvement across the transportation and service industries.
Some examples:
At All-Aboard America, I led a restructuring that reduced driver and dispatch labor by 30 percentage points, turning an unprofitable division into a sustainable operation.
At Walt Disney World, I delivered a $4 million profitability swing for the Minnie Van service by rethinking the service model and addressing labor costs.
At Alliance Bus Group, I helped drive 77% revenue growth over two years by optimizing inventory, sales ops, and team accountability.
At Arena Americas, a provider of large-scale event infrastructure, we achieved a 67% revenue growth over two years through tighter operations and improved cost control.
At Coach America, I led an operational turnaround that resulted in a $2 million increase in profitability within one year.
In each case, the team had talent. The company had assets. However, they needed a focused and experienced partner to help align their strategy, execution, and accountability.
Questions for reflection
Whether you’re running a charter company, a shuttle service, or a PE-backed transportation group, it’s worth asking:
Where are we leaving points on the board?
Are there areas we’ve written off as “just the way it is”?
If we brought in the right specialist, what could a 75% better performance look like?
Most leaders know when something isn’t working. The question is whether they’re willing to get the right kind of help or whether they’ll keep sending their MVP to the line without a coach.
Shaq wasn’t broken. He was just blocked. A few sessions with the right coach changed the outcome of the season—and the arc of his career.
Sometimes, you just need a fresh set of eyes—and a specialist who knows how to deliver results.
Brian Dickson is the owner and principal consultant of Bus Business Consultants. Read more of his columns at Ground Transportation Insights | Brian Dickson | Substack
