This September, the railroad industry lost a true pioneer and respected leader. William E. "Bill" Greenwood, former Chief Operating Officer of Burlington Northern Railroad (BN), passed away recently at the age of 85. His death represents not just a significant loss to the railroad industry, but also a profound moment to remember a visionary leader known for his innovative spirit and remarkable personal charisma.
From the Margins to the Forefront: Bill Greenwood and the Rise of Intermodal
In the early 1980s, intermodal transportation occupied a marginal position in railroad operations, often jokingly referred to as "piggyback transportation with an MBA degree." However, with the implementation of deregulation policies, intermodal's importance became increasingly evident. Bill Greenwood, with his forward-looking vision and innovative initiatives, led his team to bring intermodal operations to the industry's forefront.
A longtime industry colleague recalled: "At that time, intermodal was like a forgotten corner of the business—lacking attention and resources. But Bill saw its potential. He firmly believed intermodal was the future of rail transportation." Greenwood recognized that realizing intermodal's potential required breaking traditional railroad operational models and implementing comprehensive reforms.
Breaking Barriers: An Operations Leader Driving Change
In the traditional railroad industry, operations departments were typically viewed as conservative and insular domains. Bill Greenwood shattered this paradigm. Though he came from operations, he possessed an open mindset and innovative spirit.
In the late 1970s, as a representative of Boston and Maine Railroad, Greenwood participated in various Association of American Railroads (AAR) committees responsible for developing operating agreements, mechanical standards, and interchange rules. When BN mechanical department representatives nervously announced they would soon report to Greenwood—an operations executive—it marked a significant organizational shift that ultimately transformed BN.
Greenwood radically reformed intermodal operations, consolidating operations, sales, marketing, pricing, and equipment functions into a unified strategic entity while driving continuous innovation across all areas.
"Expediter" Service: A Network Revolution
One of Greenwood's most notable innovations was the "Expediter" service—a network of short-haul, fast intermodal trains with streamlined crews. This service redefined BN's network, replacing numerous small, inefficient "circus-style" loading points with a robust hub-and-spoke system. The company also hired experienced trucking operators to better compete in the highway transport market.
The Expediter service dramatically improved rail efficiency and flexibility, better meeting customer needs. This innovation not only changed BN's operational model but also profoundly impacted the entire railroad industry.
Domestic Container Pioneer: The Birth of BN America
Greenwood also demonstrated remarkable vision in domestic container transportation. In 1987, he helped establish "BN America," a double-stack container operation marked by its red, white, and blue branding. This service aimed to create a nationwide network extending beyond railroad boundaries, offering truck-like door-to-door service while leveraging double-stack trains' economic advantages.
At the time, domestic container transport was in its infancy, facing numerous challenges. But Greenwood believed strongly in its potential. BN America's launch marked a new era for domestic container transport, quickly winning customer approval with its efficient, convenient, and economical service. Today commonplace, domestic container transport was revolutionary in the late 20th century, with Greenwood's vision laying its foundation.
Participative Management: Transforming Railroad Leadership
Beyond being an exceptional innovator, Greenwood was a transformative leader. He courageously implemented participative management and team-building models in an industry traditionally dominated by command-and-control structures. Embracing innovation in the newly deregulated environment, he significantly improved customer service, employee safety, and financial performance.
Greenwood encouraged employee participation in decision-making, valuing their input. He fostered an open, inclusive work environment where employees felt respected. Under his leadership, BN's workforce demonstrated high morale and significantly improved productivity, introducing new approaches to railroad management.
Insatiable Curiosity: The Mark of a True Leader
Greenwood possessed boundless curiosity, constantly seeking knowledge about railroads, their customers, and operating environments. His comprehensive understanding of served industries and regions was unparalleled for his era. Never dogmatic, he eagerly engaged with people offering fresh perspectives, preferring to learn about others rather than speak about himself—qualities that made him both an exceptional leader and friend, earning widespread respect inside and outside the company.
Meeting George W. Bush: A Measure of Influence
A photograph in Greenwood's home showed him with then-Texas Governor George W. Bush. Greenwood had managed Vicki Truitt's successful campaign for the Texas House of Representatives against a Bush-backed candidate. After her victory, "W" requested a meeting with the strategist behind the win—demonstrating Greenwood's influence beyond railroads.
A Lasting Legacy
After leaving BN, Greenwood maintained contact with colleagues, forming close friendships. Former associates cherish memories of all-night conversations discussing industry developments, sharing laughter, envisioning futures while respecting history. His passing leaves a void in the railroad industry, but his legacy continues to inspire.
Mark Kane's recently published three-volume work, "The History of Burlington Northern Railroad's Innovative Intermodal Business," meticulously documents Greenwood's transformative innovations, serving as both historical record and textbook on innovation and leadership.
Final Tribute
William E. "Bill" Greenwood was truly a giant of railroad transportation. His visionary leadership and acute understanding of industry transformation fundamentally altered traditional railroad operations, establishing intermodal transportation's foundation. Hailed as intermodal's "founding father," his contributions are permanently etched in railroad history. We honor Bill Greenwood's extraordinary contributions—his spirit will continue inspiring progress in railroad transportation's future development.