08/13/2026
We've spent a lot of years in the equipment rental business, and one thing we’ve learned is that people remember how you operate long after they forget what you said.
Some leadership principles don’t need to be reinvented.
They just need to be lived.
1. LIVE EACH DAY WITH COURAGE
Leadership requires courage. The courage to make the hard call, have the difficult conversation, admit when you got it wrong, and stand behind your people when it matters.
2. TAKE PRIDE IN YOUR WORK
Whether it’s a service truck, a rental yard, a machine going out to a customer, or the way you answer the phone, your work represents you and your company. Details matter.
3. ALWAYS FINISH WHAT YOU START
Starting strong is easy. Finishing strong is what separates good teams from great ones. Follow through, close the loop, and don’t leave problems for someone else.
4. DO WHAT HAS TO BE DONE
Operations rarely go exactly as planned. Equipment breaks. Deliveries change. Customers need help. Great teams don’t spend their time explaining why something can’t be done. They figure out what needs to happen next.
5. BE TOUGH, BUT FAIR
Accountability matters. Standards matter. But so does fairness. Push people to be better, hold the line when necessary, and make sure everyone is treated with respect.
6. WHEN YOU MAKE A PROMISE, KEEP IT
In this business, your word still matters. If you tell a customer something will happen, do everything you can to make it happen. Trust is built one kept promise at a time.
7. RIDE FOR THE BRAND
Take ownership of the name on your shirt. Protect the reputation of your company. Represent it well when someone is watching—and especially when no one is.
8. TALK LESS AND SAY MORE
Leadership isn’t about having the longest speech in the room. Be clear. Be direct. Listen more. And when you speak, make it count.
9. REMEMBER THAT SOME THINGS AREN’T FOR SALE
Integrity. Character. Reputation. Trust.
There are things worth far more than a quick win, a number on a spreadsheet, or an easy shortcut.
10. KNOW WHERE TO DRAW THE LINE
Good leaders know what they will tolerate and what they won’t. Set the standard. Protect the culture. And don’t compromise the things that matter most.
The equipment rental industry has changed dramatically over the years.
Technology has changed. Equipment has changed. Customers have changed.
But I’m not sure the fundamentals of good leadership ever really do.
Live the Code.
,UT ,UT ,AZ ,NV
That’s why we like the Code of the West.
Not because we’re cowboys.
Because these principles still apply to the way we should lead our people, serve our customers, and run our businesses.
