Jos de Wael: 60 Years of Guts and Grit in Logistics

Dr. Niklas Richter · 2026-04-30

At 74 years old, Jos de Wael is the most seasoned entrepreneur to ever sit down for this podcast. And it's not just about his age. It's the fact that, at 74, he still talks about building, investing, and looking ahead with the same fire as a kid starting out. He left school at 16. Started driving trucks for the family business. Bluffed his way into his first big order with a major retailer using a pallet inventory that didn't actually exist. Then he walked into a bank wearing a blue work suit, asking for money among bankers in tailored suits. From there, he built ODTH into a logistics player with four locations and 160 employees. ### The Five G's of Long-Term Success Jos lives by his five G's: Goesting (passion), Gezondheid (health), Geld (money), Geluk (happiness), and Geduld (patience). It's a simple framework, but it's carried him through six decades. He's survived a devastating fire in 1989, kept a 33-year partnership with Procter & Gamble, and never lost sight of what really matters. - **Goesting**: That inner drive that gets you out of bed. You can't fake it. - **Gezondheid**: Without your health, nothing else works. - **Geld**: A tool, not a goal. Make it, but don't worship it. - **Geluk**: The real payoff. It comes from building something meaningful. - **Geduld**: Rome wasn't built in a day. Neither is a real business. ### Guts Over Glamour What stands out about Jos is his raw authenticity. He didn't have a business degree. He didn't have connections. He had nerve. When he needed capital, he didn't hide behind a polished pitch. He showed up in his work clothes and asked for the money straight. That's a lesson for anyone scared of being judged: results matter more than appearances. > "I bluffed my way into that first big order. But after I got it, I delivered. That's the difference between a con artist and an entrepreneur." ### Building Value vs. Making Money Jos draws a sharp line between earning money and building value. Money comes and goes, but value is what lasts. It's the relationships you nurture, the reputation you earn, and the team you build. He's seen plenty of flash-in-the-pan successes. They don't last. What lasts is discipline, character, and the willingness to keep going when everything burns down. ### Practical Lessons for U.S. Entrepreneurs For American business owners, Jos's story offers a few hard-won truths: - **Start where you are**: You don't need a perfect plan. You need to start. - **Keep your promises**: Your word is your currency. Protect it. - **Invest through the pain**: After the 1989 fire, Jos didn't cash out. He doubled down. - **Stay humble**: The moment you think you've made it is the moment you start to fall. ### The Bottom Line Jos de Wael's journey is a masterclass in resilience. Sixty years of entrepreneurship boiled down to one conversation. Mistakes. Courage. Discipline. Relationships. And above all, character. If you're looking for a blueprint on how to build something that outlasts you, this is it. Listen to the full episode for more insights. And if you're serious about working smarter, check out the Work Smarter Event happening June 4, 2026. You might even win a duo ticket.