The role of a CEO is becoming progressively intriguing as the idea of leadership transcends prevalent archetypes. While they hold a philosophical influence over their assets, they are not “Rulers” who treat resources like pieces in a massive chess game. Modern leaders believe in building their leadership around a different model. Their skills are more rooted in connecting with people and learning about their fears, hopes, and perspectives. They show that a strong CEO is not usually the one with the most intelligence in the room but rather someone who can seize opportunities and drive them forward with ingenuity.
These leaders can accomplish goals and inspire others to join them. In this chapter of “Elite CEOs of the Year 2024”, we present one such leader, Mr. Andre Corbert, CEO of STT Logistics Group. Building his company from the ground up, he is a shining example of modern leadership, mastered in the art of genuine relationships with his sardonic and astute nature.
A Rebellious Inception Story
Andre’s passion for sales took root in his childhood. He cleverly sold his old toys, video games, and assignments during summer breaks. “I would embark on sailboat trips around the Caribbean with my father, pitching tourists on a ‘sailboat experience’ at local internet cafés and restaurants,” he recalls. He was hustling to make money. By the time he was 14, his passion for sales had landed him several odd jobs. At 19, however, his restlessness caused him to become estranged from his family, and he left home. He spent the following few months hopping from one odd job to another.
It didn’t take long for Andre to recognize the error in his ways. Returning home, he took a position at a car hauling brokerage. Although that didn’t last, his experiences in sales ignited a deep passion and knowledge for success. Soon after, he launched his marketing agency while simultaneously working in his mother’s salon to help it thrive. After a few years, Andre’s agency was developing an app for the Central American market, and he even recruited his former sales trainer to coach his team. Unfortunately, the project fizzled out after a few months.
When Andre shared this with his trainer, the latter suggested a bold idea of starting their car hauling business. With a vision to create a company that transformed lives, Andre was motivated to help others grow personally and professionally. While his partner exited after a few months due to a lack of expected revenue, Andre stayed committed and resilient. His dedication and efforts towards nurturing his team paid off. Today, STT Logistics Group boasts 120 employees and operates across various cities and countries, achieving an impressive annual revenue of over $30 million.
Facilitating Transporting and beyond
STT Logistics Group is more than just an average car-hauling brokerage. It is a one-stop problem solver that provides tailored solutions to its customer’s unique needs. The company can transport anything, including cars, heavy machinery, over-dimensional loads, boats, yachts, and ships, as well as pallets, packages, products, and raw materials. This reflects the company’s passion for transportation and logistics. But that’s not all!
Andre states they have a robust network of service providers dedicated to resolving customer problems. “For example, if you need a mechanic to help get your machine ready for loading, we’re here for you. If you require a locksmith to create a key for your vehicle, we can assist,” the CEO shares. The company also offers support in exporting goods internationally, complete with customs agents to facilitate smooth imports. With a team of over 40 specialists and strong partnerships with leading shipping and trucking firms, they can transport items to any destination worldwide. This commitment to tailored solutions establishes a benchmark for trust, ensuring clients have a moving experience that truly stands out.
A Step Ahead of the Industry
Innovation has revolutionized the logistics industry, but there are challenges to address. Among these, safety and security stand out as major concerns. Andre highlights a critical issue: the industry is susceptible to scammers. “Many scammers impersonate carriers to acquire loads, which they then resell to other carriers for a higher price. Authorities often struggle to take action, and it can escalate to the point where shippers are forced to pay exorbitant sums to retrieve their loads.” Such vulnerabilities can erode trust in the system. Andre believes in adopting innovative solutions to tackle these challenges while enhancing operational efficiency. They are developing technologies to automate functions while ensuring real-time tracking of loads, verifying carrier identities, and more.
Andre also underscores the problem of dead miles on trucks. These empty runs drastically undermine efficiency, increasing driver costs and operational expenses for transporting empty trucks. Ultimately, these costs are passed on to shippers. Andre is actively collaborating with his team to develop innovative solutions designed to optimize routes and schedules, significantly minimizing dead miles. This approach not only lowers costs for shippers but also contributes positively to reducing overall carbon emissions, promoting a more sustainable logistics network.
A leader with unique and remarkable traits
Andre exemplifies innovation with his mindset of setting benchmarks in his industry. His leadership stance showcases the power of innovative thinking, illustrating a remarkable journey marked by trials and triumphs. He has endured three bankruptcies, been conned by trusted acquaintances, and suffered significant financial losses due to poor processes all of which have had a profound effect on him. He has evolved from stressing over minor challenges to confidently tackling major business hurdles with unparalleled clarity and focus.
His experiences allow him to seamlessly shift between being “Everyone’s friend” and “Strict and ruthless,” depending on the situation. Through years of experience, mentorship, and guidance, he has mastered the art of detaching emotions from decision-making. He is dedicated to nurturing his team’s potential to the fullest but won’t invest time in those unwilling to grow. Above all, Andre deeply values cultural and mission alignment. He recognizes that to thrive as a company, it is vital to have individuals who champion and believe in the vision rather than merely chasing financial gain.
Undaunted By Market Disruptions
“Great leaders are not defined by the absence of weakness, but rather by the presence of clear strengths.”
Strong leadership is crucial for a company’s success, especially during challenging times. Andre’s forte as a leader already puts him ahead of many in his industry. His innovative thinking and excellence give STT Logistics Group an edge over its peers. But his true caliber emerged during the pandemic. Amidst the turmoil, one of the greatest challenges was fostering independent departmental leaders. Additionally, when the lockdown began, adapting to the remote working model proved to be quite a challenge.
But given the resilient leader he is, Andre didn’t give up. He motivated his team and collaborated with them to optimize their operations. “Just three months after transitioning to remote work, our sales surged by 70% and continued to climb,” Andre shares proudly. Although adapting to remote work posed difficulties, STT Logistics Group successfully has 30% of its operation staff and 60% of its sales force thriving in a remote environment.
A team that mirrors its leader
Of all the impactful strategies Andre employs to drive his company’s success, his approach to nurturing his assets—his people—stands out the most. He cultivates a culture of empowerment that fosters innovation and encourages a dynamic, creative atmosphere. With a strong commitment to mentorship, he encourages the team to brainstorm innovative ideas and explore unique niches that open up new avenues for growth. “My CTO and I have been collaborating closely to develop tools that not only drive innovation but also enhance our operational efficiency,” asserts Andre.
Andre champions the philosophy of leading by example. He communicates his expectations clearly to his team, fostering a shared and unwavering mindset among all members. When everyone is aligned, he is not only able to interact comprehensively but develop them as well. He emphasizes, “I dedicate significant time to one-on-one sessions with fellow leaders, who then mirror this process with their teams, generating a powerful ripple effect.” His commitment to nurturing leaders within the organization is crucial in unlocking the full potential of his team.
Growing at a Stupendous pace
Andre’s journey exemplifies what leadership looks like in the presence of clear strengths. Under his stewardship, STT Logistics Group is not just making waves but also exploring exciting new niches. Recently, they expanded their portfolio by adding LTL services, while leaving space for other complementary services that can drive success. Furthermore, the company is solidifying its foothold in the Latin American market, shipping products to countries such as the Dominican Republic, Guatemala, Honduras, Costa Rica, and Puerto Rico, further enhancing their growth trajectory.
While this is something to be proud of, Andre and his team are more interested in the transformative power of AI and self-driven technologies. Expanding their foothold in the Latin Market and introducing innovative solutions in North America are still essential, but he firmly believes that AI and automation will revolutionize the industry and unlock unparalleled opportunities for growth and exploration.
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Business Talk is a digital business magazine that caters to CEOs, Entrepreneurs, VC, and Corporates. While working with entrepreneurs and business executives, we focus not only on their achievements. Our mission is to shed light on business entities, including their innovations, technological benchmarks, USPs, and milestones/accolades.
