The Power of Logistics | Terry Esper | TEDxOhioStateUniversitySalon

Introduction

Good evening, everyone! Thank you so much for being here. Let’s start with a show of hands: how many of you are online shoppers? Almost everyone, it seems. In fact, a more interesting question might be: how many of you are not online shoppers, especially in 2019?

Let me set the scene for you. You've purchased something online with the promise of two-day delivery. Sure enough, within two days or even less, your package arrives at your home, exactly what you ordered and in the condition you expected. How does that make you feel? It's a satisfactory experience, right?

That feeling of satisfaction is what I study as a professor at Ohio State University in the Fisher College of Business. My research focuses on home delivery logistics and the consumers who experience satisfaction with delivery services. My goal is to better understand consumer expectations regarding these services and how companies can design their logistics infrastructures to meet those expectations.

I've been passionate about this subject for a long time. My career began with a major retail organization when they launched their first online retail store, and I was tasked with developing its home delivery logistics infrastructure. For a long time, I found logistics fascinating, but I struggled to connect deeply with my work. The research I conducted seemed interesting, but I often felt disconnected from it.

This began to change around mid-October of last year as I read a series of articles about Sears, one of America’s great businesses, which had just declared bankruptcy. These articles sparked my curiosity, especially headlines from reputable sources like The Washington Post and The New York Times, that discussed Sears' groundbreaking approach to servicing customers during the Jim Crow era—a time rife with racism and discrimination.

As an African-American, I was particularly drawn to stories about how Sears’ home delivery services provided African Americans with a way to shop without facing racism and discrimination. It was a lightbulb moment for me. I recalled the times I shopped with my grandmother in downtown retail stores. We always dressed in our "Sunday best" to signal that we belonged there and could afford what was offered. Yet, I sensed a fear in her during those shopping trips. In stark contrast, when packages from Sears arrived at her home, there was excitement and joy. I began to wonder if her joy stemmed from receiving not just a package, but the dignity that came with it.

This realization connected me personally to logistics in a profound way. I started exploring other inspirational stories with logistical themes, such as Henry "Box" Brown, a slave who shipped himself to freedom in 1849 by climbing into a wooden crate and navigating a series of logistical changes. His audacity to use logistics to gain freedom struck a deep chord with me.

Rosa Parks, often referred to as the mother of the civil rights movement, is another powerful figure in this discourse. While many view her and Dr. Martin Luther King Jr. as the main heroes, little is said about the logistics experts, such as Rufus Lewis, who created a ridesharing infrastructure in Montgomery. This crucial planning allowed African Americans to boycott the bus system for 381 days—and it was this logistical expertise that played a pivotal role in the civil rights movement.

Moreover, the "Green Book," which served as a travel guide for African Americans, was more than just a directory of safe places to eat and sleep; it was a logistics planning document that was essential for those traveling during segregation. It detailed where people could stop, where they should not, and how far they could go before they needed to take care of basic necessities.

All these stories resonate deeply with me, and as I reflected, I realized I need not envy friends conducting research in diversity or entrepreneurship. My work in logistics is personal and powerful. I stand on the shoulders of those who paved the way for me, and logistics are the very tools that have enabled me to be here today.

So, as we think about logistics, we often focus on how to move a product efficiently from point A to point B. But logistics is so much more than that. It can provide dignity, access to a better life, and even spark movements. It is my challenge to everyone in the logistics field to not just think about getting packages delivered, but to consider the broader implications of our work.

When I conduct research now, I look beyond the product in the box to understand the true value—whether it's dignity or a doorway to opportunity. For all of us working in this field, let us embrace the power of logistics to provide the world with more than just products; let’s strive to deliver dignity and better lives.

Thank you!

Keywords

Logistics, Home Delivery, Consumer Satisfaction, Sears, African American History, Civil Rights Movement, Henry Box Brown, Dignity, Green Book, Rufus Lewis, Empowerment, Opportunity.

FAQ

Q: What is the main topic discussed by Terry Esper?
A: The main topic is the impact and significance of logistics, particularly in the context of home delivery services and its broader implications for dignity and access to better lives.

Q: How did Terry Esper connect personally to logistics?
A: Terry Esper found a personal connection through historical examples of logistics facilitating dignity and freedom for African Americans, such as the services provided by Sears and the story of Henry Box Brown.

Q: What role did logistics play in the Civil Rights Movement?
A: Logistics were crucial for developing alternatives to segregated transportation, such as the ridesharing infrastructure created by Rufus Lewis that supported the Montgomery Bus Boycott.

Q: What is the significance of the Green Book?
A: The Green Book served as a directory for African Americans traveling during segregation, offering essential logistical information about safe places to stop, which was crucial for planning their journeys.

Q: What message does Terry Esper convey to professionals in logistics?
A: He encourages them to see their work as not just about delivering products, but as having the potential to provide dignity and opportunities for individuals and communities.