We have a lot of environmental initiatives underway, and a lot of additional projects that we are looking at. We have worked on various committees, such as dust control in California, and we're rolling out what we learned in California to other parts of the nation. Recently, we analyzed our fuel efficiency, making sure our vehicles' idle cut-offs were set properly, which saves money and cuts down on exhaust. We are looking at re-claiming our oil. We had a discussion the other day about whether there is an opportunity to adopt any solar-efficient programs or processes at our branches. So we are looking at a lot of opportunities, right down to recycling paper.

United Rentals has de-emphasized the supply aspect of the business to concentrate more on pure rental. What led to that shift in strategy after devoting considerable resources to building up that aspect of the business?

We're still in the contractor supplies business, but there has definitely been a strategic repositioning. We now sell a more streamlined and profitable range of supplies and consumables. Our contractor supplies business has found its niche as a support to our core business of equipment rental.

Anything new in the inventory mix that's interesting for United, or any new aspects of your service?

From a service standpoint, we are looking at ways of being more customer-centric, looking at improving all the touchpoints that affect a customer, from the time we say hello to the time they settle their bill, and we have initiatives underway to improve each customer touchpoint.

Another thing we look at is training, making sure our employees are trained properly. We have a training newsletter, and we have a training department that I consider topnotch. We have a hotline, for when people become stumped on a particular process. As a result of some new training initiatives, we're seeing a reduction in turnover in the service area, which is key, because as you bring somebody on board and you add more layers of training, that person becomes more valuable and you start to see improvements in their performance and in customer service.

You have talked about learning from different economic cycles and that lessons can be learned from this kind of an economic cycle. Can you elaborate about those lessons and what rental companies should emphasize?

Each cycle has its own personality. We had a savings and loan crisis at one time and we also had the bond crisis. This one is unlike anything we've seen. You learn there are levers you have to pull; there are hard decisions you have to make. Obviously you take a look at where the business is, where the business is going to go, and how to tie it to your long-term vision. And you make the best judgment possible. You have to understand your customers, you have to be able to meet their demand, and you have to take steps to keep your company financially strong, always while excelling at customer service. You can't let up on that.