“The best leaders don’t motivate with fear or rewards, they inspire lasting change through positive reinforcement,” says Bill Sims Jr., a global expert in safety leadership and behavioral science.  

That’s the message he will deliver as the Fleet Safety Keynote speaker at the 2025 Fleet Forward Conference, taking place October 21–23 at the Sheraton San Diego Resort.  

Sims’ keynote, scheduled for Thursday, October 23, from 8:15 to 9:00 a.m., will draw on real-world case studies and decades of experience working with companies like DuPont, Disney, Coca Cola, and Ford. Attendees will gain practical strategies to elevate safety outcomes, foster employee commitment, and build stronger, more resilient fleet cultures.

Titled “What Makes a Great Leader Great?” the keynote will reveal how legendary leaders like Paul O’Neill (Alcoa) and George Washington used one powerful, often-overlooked leadership skill: positive reinforcement. Sims will challenge conventional safety incentive programs and present science-backed strategies that build safer, more productive workplaces through high-impact leadership habits.

Drawing on his book Green Beans & Ice Cream and decades of work with major clients, Sims will show attendees how to distinguish between compliant and truly committed employees, and how to inspire the latter. Fleet leaders will leave with practical tools to drive long-term cultural change and elevate safety outcomes.

“Great leadership isn’t about compliance. It’s about commitment,” said Sims. “When you master positive reinforcement, you unlock a culture where safety and performance become shared values — not just checkboxes.”

About Bill Sims

Sims is president of The Bill Sims Company, Inc., and has built more than 1,000 recognition systems for companies worldwide. He is a top-rated speaker at National Safety Council events and the founder of GlobalSafetyInstitute.org.

Over the past three decades, Sims has been invited to speak at safety and leadership conferences around the world, including events hosted by SHRM, ASSP, and the Voluntary Protection Program Participants’ Association (VPPPA). He is recognized for bridging the gap between behavior-based safety (BBS) and Human and Organizational Performance (HOP) and holds multiple patents in the field of employee recognition.  

His engaging, evidence-driven presentations have earned him more than 50 five-star reviews from global audiences.

About Fleet Forward Conference

The 2025 Fleet Forward Conference will convene fleet, mobility, and tech leaders for three days of education, hands-on experiences, and networking aimed at the future of fleet.  

From breakout sessions and mainstage keynotes to the signature Ride & Drive experience, Fleet Forward Conference delivers actionable insights and fresh perspectives for fleets at every stage of transformation.  

New for 2025, the conference’s educational program is organized around six foundational pillars that define the future of fleet operations:

1. Mobility & Autonomy: exploring the shift to electric and autonomous fleets

2. Data Integration, AI & Predictive Intelligence: unlocking real-time insights from connected platforms

3. Global Strategy: offering a worldwide view of fleet challenges and innovation

4. Fleet Safety & Risk: focused on protecting people and assets 

5. Infrastructure & Energy: addressing scalable electrification solutions

6. People, Talent & Culture: equipping fleets to build and support high-performing teams

Register Now

The Fleet Safety Keynote is open to all registered attendees.

Learn more about Bill Sims at www.beyondzeroinjuries.com and register for Fleet Forward Conference 2025 at www.fleetforwardconference.com.