The bus industry sits in its quiet corner of the industrial world, minding its own business, its activities blending into the daily hustle and bustle of life. Entry into the industry is typically very different to other sectors. Starting a new bus company, whether that be as a bus operator, manufacturer or authority is, again, very different.
These differences have served to both help and hinder the industry, and in the case of operating and designing bus networks, the differences have led to a fragmentation to the quality of service received by customers across the country.
I start a new series of essays exploring this issue with strategy, management and leadership in mind. I will apply current business and commercial thinking to the bus operating industry and see if there are things we can learn from mistakes made by others and their successes.
What does winning look like?
Before we can learn from others we first must understand what it is we’re comparing them to. We need to understand what winning looks like.
Bus operation is a multifaceted industry. A win in one area could be a loss in another. Diverting a high frequency service off into a housing estate may be a win for the local residents, but for the new and existing customers travelling from each side of the diversion it could mean longer journey times, missed connections, and the potential for a loss in reliability and punctuality. Definitely a loss.
A new route connecting a retail park with low patronage could appear as a win for the town or retail park’s sustainability goals, but could mean resources diverted from potential higher patronage opportunities that don’t hold the same moral standing.
It’s this conflict in priorities, across lots of issues and challenges, that creates the perfect ground for strategy to appear. Winning is not universally agreed.
If we don’t define what the strategy is, no clear picture of winning, then all what you have is planning and activity, which leads into the illusion of strategy and subsequent races to the bottom, or for ever more efficiency.
So what is winning? Winning is not a document, a statement, or a collection of thoughts, it’s a clear, specific definition of success in a particular area. If you haven’t defined your win, your lofty visionary goal, then you have nothing to aim for. It’s different to a company vision or mission statement as it forces you to choose. It forces the uncomfortable.
A humble bus company may have a vision to provide the best service in Lancashire, comparable to that of any major European operator, but it doesn’t tell us what the win looks like or how to achieve it. Because the bus industry doesn’t have a single definition of success, it instead competes on priorities. The passenger wants speed, the operator efficiency, the local authority coverage, and so on.
Aesop’s fable telling of the father and son travelling with the donkey sums this one up perfectly. You can’t please everyone all the time. So the bus industry spreads itself too thinly, trying to please everyone.
From my analysis of the industry over the years, the success stories have one thing in common, they have defined what winning looks like and what they’ll do to get it. The ones that struggle also have one thing in common, they lack a coherent message of what they believe their success looks like. A good first example would be the Oxford Tube. 24 hour express departures between Oxford and London 7 days a week. Want a stopping service? Sorry you’re not their customer. Want 24 hour access to London from Oxford? Right this way.

Conclusion
The Oxford Tube is not trying to be everything to everyone. It has made a choice. It knows who its customer is, what they value, and what it’s willing to sacrifice in order to deliver it.
That clarity is what allows it to succeed.
This is where much of the bus industry struggles. In attempting to satisfy all competing priorities, it risks satisfying none. Services become slower, less reliable, and harder to understand. The very things that matter most to passengers are diluted in the process.
Winning, therefore, is not about doing more. It’s about choosing what matters, and committing to it.
For bus, winning will look different depending on the context. A rural network may define success through coverage and accessibility. An inter-urban corridor may define it through speed and frequency. A town network may define it through simplicity and reliability.
But in all cases, the principle remains the same.
Winning is a choice.
And until that choice is made clearly and consistently, the bus industry will continue to operate in the space between ambition and outcome, mistaking activity for progress.
Kind regards,
JP | Greater Buses







