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Online Presence for a Truck Dispatching Company –

Third-party logistics (3PL) is a very big part of supply chain management. In 2015 global 3PL revenues was worth about $721 billion of which North America accounted for about $190 billion. 70% of freight tonnage within the U.S., is moved by trucks (Capgemini & Langley, 2017). According to the Owner-Operator Independent Drivers Association (OOIDA) there are approximately 350,000 owner-operators registered in the United States. Owner-Operators, like the term indicates, own and operate their own trucks and trailers. Though most of these are leased to large carriers, there are many who operate independently (OOIDA, 2016).

Owner-operators look for their own loads from companies that have a truck load or less than a truck load of items to be transported. These companies, known as shippers in the industry, post their loads on an online marketplace called Load Board. These load boards also allow carriers to post their availability (Commercial Capital LLC, 2017). The shippers and the large carriers have employees who access the load boards directly or through brokers. They also have dispatchers who give instructions to drivers and attending to their operational needs. Many of the independent owner-operators focus on driving and have a family member, business partner or an agent to assist them.

Three years ago, my friend, Ranjan Kapoor, decided to get into the freight broking and dispatching business. He learnt about third party logistics through his social contacts and knew that he could get a couple of clients.  He asked me to set up a simple website, listing the services and contact details, to establish an online presence to get his trade licenses and agency contracts. But soon after starting business he realized that he was not going to break even just by supporting the couple of owner-operators who introduced him to the business. Word-of-mouth marketing was not successful in increasing his clientele.

The load-board that Ranjan had partnered with was from DAT Solutions, the world’s largest freight marketplace & information provider (DAT Solutions LLC, 2017). Through them he had access to the entire North American market. He was not using his office infrastructure to its fullest either. He was also confident that he had gained sufficient experience in the business and knew it was time to bring in more customers. It became very clear to us that the website did not bring in any new customers. For the kind of operations Ranjan had in mind it did not make any sense in spending on billboards or television ads. He only had the budget for a few months of ads in a Trucking Magazine. We knew that the internet was the only effective long term means of establishing a steady client base.

As I conducted my analysis I found out the following:

  1. The target market and the competition was spread across the English-speaking part of the North American continent. Which meant that getting listed as a local business on sites like Yelp and Manta would not be possible for such a large target area.
  2. Since the competition was mostly from small business owners like Ranjan, there were plenty of them but only a few were optimized for search engines.
  3. The few competitors that were optimized for the search engines were already using generic search terms in their site name – for example, making it challenging to use the same generic terms.

Based on this analysis I recommended that we take a two-pronged approach. One was to use Search Engine Marketing to improve the page ranking and the other was to create a brand image to stand out among the competing generic name websites. Though the company was registered in Florida state as All Freight Brokers & Truck Dispatch, Inc., we created a brand called for the online presence. This included a website, a Facebook page and a LinkedIn page. The LinkedIn page is not expected to reach the primary target market, but does not require any additional marketing costs.

Table 6.3 in the book Information Technology for Management by Turban, Volonino and Wood gives us a list of factors that influence visibility on search engines. Using this list, I can consider improving by:

  • Social media indicators: Encouraging more interactions on the Facebook page within the trucking community.
  • Site traffic: Increasing site traffic by posting blogs that address the trucking and logistics industry.
  • Listing in quality web directories: Identifying and listing in web directories.
  • Reputation on review sites: Identifying review sites and seeking reviews.
  • PageRank of sites containing backlinks: Identifying suitable sites with high PageRank and seeking backlinks by posting blogs, reviews or news reports.
  • SERP click-through rate CTR: I enrolled on Google Analytics. The data that has been collected will need to be analyzed to prepare a plan for improving CTR.
  • Onpage factors: While building the website detailed attention was paid to Metadata like page titles and description, image alt tags, descriptive URLs and keyword optimization.
  • Dwell time and bounce rate: While it important to have a low bounce rate, long dwell times are not important. New visitors are expected to call the customer service line or send a quick message requesting more information(Turban, Volonino, & Wood, 2015).


Capgemini, & Langley, J. C. (2017). 2017 21st Annual Third-Party Logistics Study: The State of Logistics Outsourcing. Retrieved from 3PL Study:

Commercial Capital LLC. (2017). What is a Trucking Load Board? Retrieved from Commercial Capital LLC:

DAT Solutions LLC. (2017). About DAT Solutions. Retrieved from DAT:

OOIDA. (2016). Owner-Operator and Professional Employee Driver Facts. Retrieved from OOIDA:

Turban, E., Volonino, L., & Wood, G. R. (2015). Information Technology for Management, 10th Edition. John Wiley & Sons, Inc.


“Because human beings are natural storytellers, narration is the most common method of communication,” says Cheryl Glenn, in her book Making Sense. She presents several examples of narration, like newspapers, television dramas, movies etc (Glenn 133).

In fact, throughout the history of mankind, we see different forms of narration. Take for instance, the early cave paintings from probably as early as 25,000 BC, which depict huge animals and hunting scenes, or, for instance, the sacred writings seen in Egyptian Hieroglyphs from 3,000 BC. Some forms of narration continue as modern day traditions; for example, Wayang Kulit, the Indonesian shadow-puppet theater. Similarly, the German fairy tale of Hansel and Gretel continues to be a popular bed-time story for kids.

When stories are passed along over several generations, they become folklore, and folklore is common to every culture. Merriam-Webster Online Dictionary defines folklore as “traditional customs, tales, sayings, dances, or art forms preserved among a people” (Merriam-Webster Online Dictionary). In India, dance has been a common and popular form of such storytelling. There are different styles of dance, originating from different cultural regions in India. Many of these are still popular in local village festivals. However, some of the dance styles have developed into well-defined fine arts, as entertainment in the palaces of ancient Indian Kings, or as worship in the Hindu Temples (Rama). I learnt a lot about the Hindu Mythology by watching my mother, who was a teacher of the dance form called Bharatanatyam. Bharatanatyam originated in the tenth century A.D. as a devotional dance in the temples of South India (Rama). As a child, I would watch my mother teach her students the use of mime-like hand gestures, body postures and facial expressions to describe scenes, characters, and emotions. These were put together using rhythmic movements to present a story to the audience.

Learning Bharatanatyam is similar to learning a new language. To be a good dancer, it takes months and years of practicing the basics, just like learning the alphabet and the basic sounds, and then progressing to words, grammar, and sentences, before being able to write a story. First, students learn the different hand gestures (mudra), dance steps (adavu), and elaborate eye, neck and head movements (bheda). Gradually, students learn expression of emotions (Bhava), musical mood (Raga), and rhythm (Tala). The levels of communication using these dance elements can be classified as Nritta, Nrittya and Natya. Nritta has a set of steps, movements or gestures which has meaning but does not convey a message. It is similar to forming a word using letters. On the other hand, Nrittya involves adding emotions and vivid descriptions to the basic movements and gestures, akin to writing a whole sentence which conveys an idea or explains something. Finally, Natya is the acting out of a whole story. Apart from the dance elements, a good dance presentation also incorporates an enchanting musical composition corresponding to the moods of the story, glamorous costumes to suit the characters of the story, and elaborate make-up and ornaments to mesmerize the audience (Nandan).

Like in a dance ballet, such as Tchaikovsky’s Swan Lake, a Bharatanatyam dance recital tells popular stories of great love, victorious battles, supreme devotion or terrible tragedies. In ancient India, these dances were presented in the courtyards of a temple, and were meant for spiritual enlightenment. Many temples would have dedicated dancers and musicians, since dance and music were considered important elements of the daily worship in the temple. Very often these programs would start just after sunset and continue till late in the night. Sometimes, an entire story would be presented over several evenings.

In modern times, movies and television series have replaced dance programs as means of entertainment. But, since Hinduism is actively practiced in India, classical dance forms like Bharatanatyam are an important part of religious celebrations. Bharatanatyam is also very popular in social gatherings, especially in South India. My mother had several hundreds of students, whose parents encouraged them to learn this ancient form of art. The secret to my mother’s success as a dance teacher was her emphasis on perfection at the very basic level, thus building a very strong foundation for her students. This ensured grace and beauty in every step of their dance performance. Though my mother no longer teaches dance, she has made a valuable contribution in handing down this tradition to the next generation. Some of her students have themselves become great teachers, thereby keeping the tradition alive (Philip).

As poet Billy Collins once wrote, “In unsettled times like these, when world cultures, countries and religions are facing off in violent confrontations, we could benefit from the reminder that storytelling is common to all civilizations. Whether in the form of a sprawling epic or a pointed ballad, the story is our most ancient method of making sense out of experience and of preserving the past” (Collins).

Works Cited

Collins, Billy. The Ballad of the Ballad, Poetry’s Bearer of Bad News – 11 April 2003. 3 March 2010

Glenn, Cheryl. Making Sense: A Real-World Rhetorical Reader. 2nd Edition. Boston: Bedford/St. Martin’s, 2004.

Merriam-Webster Online Dictionary. "Folklore." 2010. 4 March 2010 http://www.

Nandan, Anjali. Online Bharatanatyam. 2010. 24 February 2010

Philip, Leela. Interview. Thomas Philip. 21 February 2010.

Rama, Dr. Siri. Seven steps to undestanding Bharata Natyam – Introduction to Bharata Natyam. 17 February 2010

Show me a sane man and I will cure him for you.

~ Carl Gustav Jung

Since time immemorial, people have been looking for a panacea for all illness, from common cold to cerebral cancer. In spite of the advances in technology, medical research has still not been able to fully understand the human body. One such mystery is the connection between the mind and the body. There are several questions that come to our mind as we delve deeper into this mystery. Can the human mind influence the body? Can all diseases be cured by positive thinking? Or, can the mind only cure illnesses like trauma, depression, and fatigue? Does the mind have an influence on the immune system? Has the mind been studied only by psychologists? Or, do we also have studies from physicians and surgeons?

Recent advances in medical technology have made it easier for us to find studies that are accompanied by research and observations. These studies are being conducted by independent research institutes, universities, hospitals, as well as the U.S. Government. Dr. Joyce Whiteley Hawkes, received her Ph.D. in biophysics and was a postdoctoral fellow with the National Institutes of Health. Dr. Hawkes’ work was honored with a U.S. National Achievement Award, and she was elected to the position of Fellow in the American Association for Advancement of Science.  From her personal experience and from that of her patients, she discovered the profound and positive effect that emotional, mental, and spiritual feelings can have on the human body at the cellular level (Hawkes, 2006). Dr. Hawkes helps her patients visualize the healing process, in their minds, through meditation. In her book, Cell-Level Healing – The Bridge from Soul to Cell, Dr. Hawkes describes her work with patients of various medical conditions like Aging, Arthritis, Autism, Cancer, Diabetes, Menopause, Multiple Sclerosis, and Severe Emotional Trauma. In most cases, her patients have undergone allopathic treatment, but have not been able to recover fully (Hawkes, 2006).

One of Dr. Hawkes’ patients was Maureen Manley, member of the U.S. Cycling Team, a national record setter, holder of two national championships among other medals and championship awards. Maureen was diagnosed with multiple sclerosis, a disease of the brain, spinal cord, and optic nerve. It is considered to be an autoimmune disease. As a result of multiple sclerosis, Maureen had severe impairment in muscle function, fatigue, and problems of vision. She was no longer able to cycle, and had to learn to walk with a cane. Over a period of eight years, she participated fully in the medical assessments and the latest treatments prescribed by her doctors. Though she made considerable progress, she was unable to ride her bike outside on a road because of her unsteady vision. She was then referred to Dr. Hawkes by a trusted friend. Initially she was skeptical, but was eager to explore the power of the mind to cure the human body, by tapping its positive energies. Eventually, not only was Maureen able to ride the road again, she was also able to return to competitive cycling (Hawkes, 2006).

Charles L. Raison, M.D., is a psychiatrist and director of the behavioral immunology clinic at Emory University School of Medicine in Atlanta. In an online article on, he says, “Optimism is necessary for good health. There’s growing evidence that, for many medical illnesses, stress and a negative mental state — pessimism, feeling overwhelmed, being burnt out — has a negative effect on immunity, which is especially important in rheumatoid arthritis.”

Raison explains that the human brain produces endorphins, which are natural painkillers; gamma globulin, which fortifies your immune system; and interferon, which helps combat infections, viruses, even cancer.

“There’s a lot of evidence that when people are depressed, they feel hopeless, they give up on themselves, which affects whether they take medications,” Raison says. “There’s also evidence that people who have a positive attitude, what we call realistic optimism, the fighting spirit… they live longer, do better… they take their medications” (Davis, 2008).

Numerous scientifically conducted studies indicate that social support, emotions, personality, or cognitions (e.g., beliefs, attitudes, values, modes of thinking, decision-making styles) have a significant impact on physical health. The Mind-Body Interactions and Health (MBIH) Program, under the aegis of the National Institutes of Health (NIH) addressed three topical areas (NIH, 2008):

(1) the effects of emotions, personality, or cognitions (e.g., beliefs, attitudes, values, modes of thinking, decision-making styles) on physical health;

(2) the determinants or antecedents of health-related cognitions and how these are formed, maintained, and/or changed; and

(3) the mechanisms through which stress influences physical health (NIH, 2008)

The National Institutes of Health (NIH) issued a report in September 2008 titled “Mind-Body Interactions and Health Program – Outcome Evaluation and Feasibility Study”. According to the report, a survey on medical expenses, made by Americans in the year 1990, shows an estimated 425 million visits to providers of unconventional therapies, which exceeds the estimated 388 million visits to all primary care physicians (NIH, 2008). During that period, an estimated $ 13.7 billion (of which 75 percent was paid out of pocket) was spent by Americans on unconventional therapies which include acupuncture, chiropractic, herbal medicines, massages, megavitamins, self-help groups, folk remedies, energy healing, and homeopathy. A similar report in 1998 showed that 42 percent Americans visited practitioners of unconventional therapy, up from the initial 34 percent of the population in 1990 (NIH, 2008).

In their studies on depression, Mayo Clinic researchers have found that many illnesses and medical conditions can, directly or indirectly, cause depression (Mayo Clinic, 2001). Some of the common illnesses are hormone-related diseases, heart disease, stroke, cancer, Alzheimer’s disease, Parkinson’s disease, obstructive sleep apnea, chronic pain, rheumatoid arthritis, diabetes, and multiple sclerosis. Mayo Clinic researchers surveyed a group of people who had taken personality test 30 years before and compared each individual’s health status with their test results. These studies have shown that pessimistic people become depressed more easily than optimists do. The Mayo Clinic study, published in February 2000, found that people with optimistic outlook generally live longer and healthier lives than pessimists. Pessimists also use the health care system more often. Optimists often see bad events as specific, temporary and controllable. In contrast, pessimists blame themselves and see events as permanent and pervasive. As a result, pessimists tend to give up trying, leading to what experts term as “learned helplessness” (Mayo Clinic, 2001).

According to Mayo Clinic research, until the early 1990s, there were two opposing camps when it came to treatment of depression – one pressing for medication and the other for psychotherapy. Several studies and advances in medical technology have shown that the best chance of improvement is with a combined approach. A large study by the National Institute of Mental Health found cognitive behavior therapy effective for mild depression but not as effective as medication for severe depression. Similarly studies suggest that spiritual beliefs have a beneficial effect on health. This, according to Mayo Clinic researchers, can be attributed to healing effect of hope, which is known to help the immune system. Meditation, which is part of many spiritual traditions, is said to decrease muscle tension and lower heart rate. Researchers also point to social connections that spirituality often provides. But studies by Mayo Clinic have not found that it actually cures health problems. Spirituality is viewed as a helpful healing force, but not a substitute for traditional medical care (Mayo Clinic, 2001).

In general, the Mayo Clinic studies have shown that apart from medical treatment, effective therapy involves:

  1. counseling and therapy,
  2. staying active and motivated,
  3. avoiding self-blame,
  4. getting adequate sleep,
  5. eating the right food,
  6. coping with grief,
  7. practicing forgiveness,
  8. managing anger,
  9. starting a journal,
  10. controlling stress,
  11. practicing relaxation techniques,
  12. keeping an optimistic outlook,
  13. finding spiritual well-being, and
  14. maintaining a strong social network (Mayo Clinic, 2001).

The improving rapport between traditional medicine and alternate therapy is not restricted to research institutes. It is, increasingly, being seen in many hospitals. In her book Positive Energy, Judith Orloff, M.D., observes that physicians, nurses, and therapists are bringing Energy Medicine into health care. “As an energy psychiatrist, I feel privileged to be a part of a Renaissance that is sweeping modern health care,” says Dr. Orloff.  “We’re becoming less of a secret society” (Orloff, 2004).

Dr. Orloff gives the example of cardiologist surgeon, Mehmet Oz, at Columbia Presybyterian Medical Center in New York, who brings energy healers into the operating room during open-heart surgery. These healers apparently send energy to patients through their touch, a technique shown to accelerate post-op recovery. When energy is freed up, medications have shown to work better, and the healing system of the body kicks into higher gear. Dr. Orloff feels that Western physicians are not trained to identify subtle energy imbalances that cause illness. Patients are very often frustrated when they are told by their physicians, “The tests are normal. Don’t worry. You’re fine.” She advocates the use of the best of both traditional and alternative medicines (Orloff, 2004). The number of medical schools in the U.S., that teach these therapies, may be small today, but they are definitely growing. What may be an encouraging sign for patients, is that private health insurers and large employers are now endorsing some alternative therapies and including them in their benefits plans. Reports indicate a greater integration of medical approaches, by traditional health-care providers. For instance, India’s Apollo Hospitals Group, the largest in Asia, has established hospitals that offer both Western medicine and the traditional Ayurvedic Medicine, and is working with Johns Hopkins Medicine International to research the benefits of the Ayurvedic Medicine in addressing common diseases (IBM Global Business Services, 2006).

On the other hand, the research and funding has not yet resulted in an acceptable scientific practice or therapy based on mind-body interactions. Reports indicate that several barriers still exist, preventing integration of mind-body therapies into mainstream medicine. An online article in USA Today titled “Power of a super attitude” states that most research is focused on negative feelings, such as stress, anxiety and depression which have clearly defined scales. This apparently makes quantifying positive attitudes like happiness and well-being difficult for the purpose of such research (Jayson, 2004). In September 1998, a hearing on mind-body medicine was held by The U.S. Senate Subcommittee on Labor, Health and Human Services, Education, and Related Agencies. In his testimony before the Subcommittee, Herbert Benson,M.D., described the four barriers to integration of mind-body therapies into mainstream medicine (NIH, 2008):

(1) the lack of awareness of existing scientific data supporting these techniques among health care providers, researchers in a variety of relevant fields, patients, and policymakers in government and industry;

(2) a bias against mind-body interventions in medical care as reflecting “soft science;”

(3) inadequate insurance payments for these treatments; and

(4) a bias against shifting away from the overwhelming use of pharmaceuticals, surgeries, and other medical procedures.

In his book, The Self-Healing Personality – Why Some People Achieve Health and Others Succumb to Illness, Dr. Howard S. Friedman says that the biggest challenge for scientific research in positive thinking is the “failure to replicate” (Friedman, 1991). It is a term used in the scientific community to indicate that one researcher has not been able to replicate or reproduce the findings of another researcher. In physics and chemistry, experiments are straightforward, since physical laws do not change from day to day, and lab conditions can be controlled significantly. However, in the social, behavioral, and life sciences, attempts to replicate are not exact. Since the next studies have to use different samples of people in different environments (Friedman, 1991). Dr. Friedman identifies some of the challenges as:

  1. Many diseases take a long time to develop, requiring long-term observations
  2. People change emotional reactions over time, making it difficult for sustained long-term observations
  3. Psychological measures of personality are weak and non-standard, which makes it difficult to get accurate observational data and to compare observations from different researchers
  4. Other influences like genes, social circumstances, healthy habits like exercise and diet, make it difficult to isolate the influence of positive thinking (Friedman, 1991)

Another big hurdle for Positive Thinking as a method of treatment is from the practitioners of alternate medicine. A common example is the attribution of success to supernatural forces and the hype created around these “miracles” that supposedly cure illnesses instantly. Researchers have, however, learnt to properly attribute these to overall positive thinking and optimism. Practices like faith healing heavily depend on a person’s spiritual or religious beliefs and values. It is also difficult for a medical professional to create the same motivation as a faith healer.

While positive thinking, by itself, may not be able to reverse the effects of diseases on the body, it helps by creating a suitable environment in the body that makes it more receptive to medical treatment. Depression resulting from diseases can lead to chronic illnesses, which makes recovery of patients very challenging for health-care professionals. Medical professionals and hospital administrators are increasingly partnering with practitioners of alternate therapy. Positive attitude can be very helpful for healthy living, and is being seen as a preventive measure. It also helps the intrinsic ability of the human body to heal itself. Congressional Mandate for national level funding and research is an indication of increasing scientific evidence of success of alternate therapies that address positive thinking. But, for the benefits of Positive Thinking to be fully appreciated, more research is required in understanding how the mind influences the human immune system.

Which is easier, to say to the paralytic, ‘Your sins are forgiven;’

or to say, ‘Get up, and pick up your pallet and walk’?

(Mark 2:9, International Standard Version)

Works Cited

Davis, J. L. (2008, October 9). A Positive Outlook: Natural Healing for Rheumatoid Arthritis? Retrieved February 21, 2010, from WebMD:

Fox, E. (2008). Emotion Science: Cognitive and Neuroscientific Approaches to Understanding Human Emotions. New York: Palgrave Macmillan.

Friedman, H. S. (1991). The Self-Healing Personality – Why Some People Achieve Health and Others Succumb to Illness. New York: Henry Holt and Company, Inc.

Gerdes, L. (2008). Limitless You : The Infinite Possibilities of a Balanced Brain. Vancouver: Namaste Publishing.

Hawkes, J. W. (2006). Cell-Level Healing : The Bridge from Soul to Cell. New York: Atria Books / Beyond Words.

IBM Global Business Services. (2006, October 23). Healthcare 2015: Win-win or lose-lose? A portrait and a path to successful transformation. Somers, NY, United States of America.

Jayson, S. (2004, October 12). – Power of a super attitude. Retrieved February 19, 2010, from

Mayo Clinic. (2001). Mayo Clinic on Depression. Rochester: Mayo Clinic Health Information. (2009, May 30). Positive thinking: Reduce stress, enjoy life more. Retrieved February 18, 2010, from CNN Health:

Mindell, A. P. (2004). The Quantum Mind and Healing – How to Listen and Respond to Your Body’s Symptoms. Charlottesville: Hampton Roads Publishing Company, Inc.

NIH. (2008). Mind-Body Interactions and Health Program – Outcome Evaluation Feasibilty Study. National Institutes of Health, Office of Behavioral and Social Sciences Research.

Orloff, J. (2004). Positive Energy : 10 extraordinary prescriptions for transforming fatigue, stress, and fear into vibrance, strength, and love. New York: Harmony Books.