Going the Extra Mile: The 11:59 Delivery That Became Our Mantra
- Editor
- Feb 18
- 3 min read
Updated: Mar 4
(APLE Case Story)
Many years ago, long before live traffic updates and smartphones, one of our drivers — Ben — learned exactly what “going the extra mile” really meant.
Back then, Ben wasn’t in sales. He was one of our same-day courier drivers. And on this particular morning, he was given a job that came with one simple instruction:
Deliver a tender to a decision-maker in Liverpool by 11:59am.
Not 11:58. Not 12:00.11:59.
Miss that deadline, and the submission window would close. The opportunity would be gone. And our client — a long-standing partner — would lose their chance. No pressure.
1. A Deadline, a Van, and a Lot of Trust
The job started in Milton Keynes. The destination: a hospital in Liverpool, fourth floor, specific department, specific person.
On paper, it was a three-and-a-half-hour drive.
If you’re lucky.
Ben collected the large brown envelope — bursting at the seams with paperwork — signed for it and set off.
No sat nav. No live traffic .No apps.
Just a full tank, a clock, and a responsibility.
The plan was simple: arrive early, park up, head in nearer the time hand over the envelope at 11:59, job done.
For most of the journey, it worked.
Up the M1.Onto the M6.All running smoothly.
2 . When Everything Stops Moving
As Ben came off the M62, the trouble started. Liverpool. The traffic was thick and slow moving.
Unbeknownst to Ben or Kevin back in the transport office, not only were there extensive roadworks, but there was also a protest going on. The place was gridlocked and the clock ticking down like an ice-cream in a hot oven. It was 11:32. Ben was less than a mile away, but nothing was moving. Ben and Kevin were back and forth on the phone.
“What am I going to do Kev, the place is gridlocked!” asked Ben.
“**** Benji” replied Kev “You’ll have to find somewhere to park and leg it in”
“Mate, there is nowhere, I’m stuck and all these roads are either double yellows or double reds”.
“Don’t worry about it Benji, just park it and go, if we get ticketed, clamped or towed, we’ll swallow the cost and deal with it later!”.
That was the culture then. And it still is now.
Do the job. Handle the consequences later.
3. From Courier to Sprinter
Ben pulled into the first gap he could find. Hazards on. Van locked. Envelope under his arm.
Courier drivers can often be under pressure like this, through no fault of their own. It could be traffic, an accident, mechanical issues. In this instance Ben was no longer relying on his van, he was relying on his legs which, whilst skinny, were as fast as a gazelle. Ben was no Usain Bolt but was fit…ish.
Dodging protestors. Weaving through pedestrians. Running towards hospital signs like a scene from Tom & Jerry.
By the time he reached reception, he was drenched.
11:50am. Shit.
4. Four Floors. No Lift. Locked Door.
“Fourth floor?” “Blue zone.” “Lifts or stairs.”
Ben took the stairs.
Two at a time. Sometimes three.
At the fourth floor — locked door. Pass required.
So he knocked.
Hard.
A nurse frowned. Then let him through.
More corridors. Wheelchairs. Staff. Patients.
Finally, the office door.
Ben stopped.
Breathing like he’d just run a marathon. Sweat everywhere. He checked his watch.
11:57.
Two minutes.
He considered sitting down. There were chairs.
He didn’t.
He knocked.
5. “What Time Shall I Put?”
“Come in.”
“Hello, I’ve got a recorded delivery for you. Please sign here.”
“Of course. What time shall I put?”
“11:59, please.”
It was 11:58.
Delivered.
6. “Legend, Mate”
Outside, Ben rang Kevin.
“This better be good news Benji.”
“Delivered.”
“Legend, mate. Let me know if the van’s got a ticket.”
The walk back was slower.
No sprint this time.
Just relief.
No ticket. No clamp. No tow.
The van was still there.
Job done.
Why This Still Matters Today
That delivery happened years ago.
Different technology. Different tools. Different roles.
But the mindset hasn’t changed.
At APLE, we’ve always believed:
When a customer trusts you with something critical, you don’t look for excuses.
You look for solutions.
Sometimes that means rerouting. Sometimes it means paperwork. Sometimes it means running through Liverpool in a protest.
Whatever it takes.
That 11:59 delivery became our mantra:
Get the job done.
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