The story of how my old high school buddy made me rethink everything I knew about logistics—and why your company needs to meet him.
By Dr. Robert Urban
Featuring: Shannon Hess., Regional Business Development Manager, CMG.ms
📞 270-971-4257 | ✉️ shannonh@cmg.ms | 🌐 www.CMG.ms
Every now and then, you reconnect with someone from high school and the conversation goes one of two ways:
- You politely nod while they explain how their third wife’s crystals are finally working.
- You realize that person grew into a total badass in their field, and you suddenly feel like you’re the one trying to catch up.
In this case, I reconnected with Shannon Hess, someone I’ve literally known since high school, because I was researching a freight scenario for one of my books. Just a throwaway detail, I thought—call the guy, catch up for a minute, get an answer for a couple questions I have, toss a few shipping acronyms into a chapter, and move on.
Instead… I got a logistics TED Talk that dropped my jaw, restructured my assumptions about supply chain strategy, and made me go:
“Why isn’t every company doing this?”
That’s when I knew—this wasn’t just useful for my upcoming book. It was essential for every business owner, entrepreneur, and executive who follows me for real, no-fluff advice. Because what Shannon Hess and his team at CMG.ms are doing? It’s not freight management. It’s business transformation.
🚛 Freight Is a Trainwreck (and Most of You Are Just Throwing Money at It)
Here’s the deal: freight isn’t sexy, but it will silently siphon off your profits, reputation, and sanity if you’re not paying attention.
Most companies either:
- Hand their shipping off to brokers who smile wide while shaving profits off the top
- Let 3PLs (3rd party Logistics ) run wild with their freight like it’s a carnival ride
- Or try to juggle it in-house without the data, leverage, or time to optimize anything
Enter CMG.ms.
This isn’t another “we’ll get you better rates…promise!” sales pitch. Shannon and his team operate like an insourced control tower, keeping you in the pilot’s seat—but with smarter routing, sharper insights, and savings that don’t come with strings attached.
🧠 What Makes CMG.ms Different (and Worth Your Time)?
Glad you asked.
They’re not brokers. They’re not traditional 3PLs. They’re strategic advisors with the relationships, tools, and nerd-level data chops to make your shipping smarter—without hijacking your process. As a scientist who often combines my creativity with data, I understand the rarity of people and companies who can do this.
Here’s what they do:
- Forensic Freight Analysis – Not some quick review. We’re talking forensic. Shipment-by-shipment. Down to the hidden fuel surcharge you didn’t even know you were paying.
- You Keep Control – They don’t move your freight. They make your system work. You stay in charge, but now with clarity and leverage.
- No Cut of the Savings – Unlike brokers and some logistics firms, CMG.ms doesn’t dip their hand into your success. You reap the rewards. Period.
- Proprietary Reporting Tech – Built in-house to help you see what you’re doing wrong before your CFO sees the bleed. Dashboards, baby!!
- Carrier Relationships Without Bias – They’ve got clout with the top carriers, but they use it for you, not to pad their pockets.
✂️ Let’s Talk About the “Other Guys” for a Second
Look, if you’re using:
- UPS Supply Chain Solutions, C.H. Robinson, or J.B. Hunt – You’re buying execution. Strategy? Not so much. Works for everyone else- take it or leave it. In my experience, every business is unique and has nuances and challenges, strengths and opportunities that make a one size fits all solution not always the best solution.
- Total Quality Logistics or Landstar? You’re paying middlemen. Brokers make moves, but they also make money off your moves. You’re not always the priority. Their revenue model is x percentage off total cost. So why would they do their best to save you money, when that reduces their profit?
Shannon put it best when he said, “They’re the pilots. We’re the control tower.”
Except this control tower isn’t billing you by the runway light.
👤 Why I’m Writing About Shannon—And Why You Should Call Him
I talk a lot about strategy, leverage, and thinking like a business owner—not a busy employee. Shannon embodies that mindset in freight. He doesn’t just help companies ship stuff—he helps them stop making uneducated, expensive decisions about it that many have done, just because that HAS been the way.
Shannon has the calm, no-nonsense clarity of someone who truly knows this game inside and out—and more importantly, someone who actually cares about whether your freight spend makes sense. I have the rare advantage of knowing the long view on Shannon. Even back when we were just kids, he was the kind of person you could count on—steady, honest, and grounded. That character hasn’t changed; it’s only deepened. Over nearly three decades, his life and work have reflected that same integrity, intelligence, and reliability. Our paths may have taken us in different directions, but he’s still someone I’d vouch for without hesitation.
If you run a business that ships anything, you need to talk to this guy.
Because I did. And I came out smarter—and a little embarrassed I hadn’t called him sooner.
🔚 Here’s What You Do Next
Stop throwing money into the logistics void and hoping for the best.
📞 Call Shannon Hess.: 270-971-4257
✉️ shannonh@cmg.ms
🌐 www.CMG.ms
Even if it’s just a “Hey, can you take a look at what we’re doing?” call—you’ll walk away with real insight. No pressure, no expectations. A true consultation. And if it turns into a full freight strategy overhaul? You’ll wonder how you ever shipped without them. Most companies treat freight like it’s just a necessary evil. But in the hands of someone like Shannon, it becomes a competitive weapon. And in today’s economy, that’s the kind of unfair advantage you don’t pass up.
Sincerely,
Dr. Robert Urban
P.s. With a couple conversations with Shannon, I know I am not a freight expert, but I’ve learned enough to write about it accurately in my book. Along the way, I had to pick up some freight lingo to sound like I knew what I am writing about.
If you’re new to the world of shipping—or just want to fake it at a meeting—here are ten freight terms worth knowing:
10 Freight Terms You Should Know
Dimensional Weight (DIM Weight)
Pricing based not just on weight, but also on how much space your shipment takes up. A truckload of ping pong balls will cost more than you’d expect.
LTL (Less Than Truckload)
When you don’t have enough goods to fill an entire truck, your shipment shares space with others. Like UberPool, but for pallets.
FTL (Full Truckload)
When your freight does fill the whole truck—or you just want the truck to yourself. More direct, less handling.
Bill of Lading (BOL)
The official document that lists what’s being shipped, where it’s going, and who’s involved. It’s like the freight’s passport and receipt rolled into one.
Accessorial Charges
Extra fees for things like liftgate service, waiting time, or delivering to a place that’s not easy to reach. Think of it as “fine print” charges the carrier adds on top of the base cost.
Freight Class
A classification system based on weight, size, and how easy the item is to handle. It affects the price. Lower class = cheaper. High class = bulkier or trickier = more expensive.
Deadhead
When a truck travels empty after dropping off a load. No one likes deadhead miles—they waste time and fuel.
Dock-to-Dock
Shipping from one loading dock to another, usually at commercial locations. It’s the most straightforward (and cheapest) type of delivery.
Last Mile Delivery
The final leg of a shipment—usually from a local hub to the final destination. It’s often the most complicated part, especially for residential or retail deliveries.
Freight Broker
A middleman who connects shippers with carriers. They don’t own trucks—they just help find someone who does (and take a cut).