“It is not the strongest of the species that survives, nor the most intelligent that survives.  It is the one that is the most adaptable to change”

– Charles Darwin, English Naturalist and Geologist.


Adapting to change is hard, especially in a rapidly evolving digital age. Digital transformation at the business level is always met with its own set of challenges that lead to achievements, but to get there, individual adoption is where it all starts. The same can be said for drivers and the 3PL ecosystem. How do we know this? Great question. We have the privilege of partnering with drivers and carriers during their digital transformations.

So how does FuelNOW transform initial adoption resistance to new digital fans? We listen. We empathize with initial perception of change impact. We take points of resistance as opportunities for education and reassurance. Because we recognize something new is sometimes scary but, in the end, amazing.

Creating digital confidence doesn’t start and stop with the software. We understand when a new FuelNOWer (driver, carrier, etc.), enters our ecosystem with a layer of caution. This isn’t so much because they are resistant to the value FuelNOW offers, as much as it is to learn and do something new. Recently, we have had the chance to take real customer experiences to create digital adoption tips and tricks. A cheat sheet, if you will, for embracing what’s new.

  1.        Find your office’s early adopters. Early adopters are the change agents for digital evolution. Empower those people to be beacons of the digital revolution! “A movement must be public. It’s important not to just show the leader, but the followers.”, Derek Sivers. (Just in case you haven’t seen it, and you’d like some homework watch “How to Start a Movement” Ted.com.) Don’t forget to empower the early adopters as digital heroes advocating to others.
  2.       Take the challenges presented as a puzzle to solve, rather than a reason to protest the change itself. For example, we have had a driver assume at the onset that making digital orders would add more time to his day. This assumption goes back to initial perceptions that require creative positioning. (We’re looking at you, early adopters!! See #1). But in all seriousness, when taking the time to understand what a digital order is and what it requires to support, in essence, what was learned was quite an opposite in terms of time in the order lifecycle. So, as you see, understanding what initially was suggested as a problem was an opportunity to reevaluate a way of thinking.
  3.       Don’t over complicate the change. If digital acceptance is difficult because of a learning curve, keep it simple. For example, if you have drivers that aren’t technically adept, help them practice using the mobile app on their own device. A lesson learned is there’s no need to introduce new hardware for adoption if it is not necessary. If they are comfortable with their own device, and it’s what they already know, let them use it. Adding new hardware during a software adoption only makes the overall experience more challenging.

Let us be reminded that change is possible. We wouldn’t be here if it weren’t.  We always urge you to celebrate the small wins on the road to adoption victory! Look for any chance to commend positive individual behavior, especially if that person was originally apprehensive to change.  When all else fails FuelNOW and its friendly ecosystem of adopters are your cheerleaders, your supporting cast of change, if you will.  We collectively are the team always ready to overcome the resistance against digitization beside you.  Make 100% digital adoption your team’s goal and mark that occasion just as you would any anniversary, birthday, or major celebration.  And, don’t forget to leave us a slice of celebratory cake – we will definitely be celebrating along with you!!

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