Every small carrier says they’re “reliable.” Every one says they’re “family-owned.” And all of them promise they “treat customers like partners.” Those slogans look good on a website, but the truth is they don’t move the needle when you’re one of nearly 580,000 active U.S. carriers — and more than 91% of them run 10 trucks or less. That’s the pool you’re swimming in. And in that pool, slogans don’t make you stand out. Differentiators do. Shippers and brokers don’t choose carriers because they’re dependab ...