Providing online interactive advanced
transportation training and education

Communicating the Value of TSMO Blended Seminar *New Course*

Length: Approximately 9 hours


Transportation System Management and Operations (TSMO) includes strategies that provide high benefit for low cost while improving safety and operations…but only if decision-makers are convinced to invest. Successfully advocating for TSMO requires more than facts and data. Decision-makers, elected officials, executives, or the public have little time to digest the detailed data behind TSMO. Effectively influencing others to support TSMO requires both technical and presentation skills. There may only be one chance to capture their attention and sell these cost-effective strategies.

Through this three-part interactive and applied training series, become an even more successful communicator and influencer of TSMO so that your agency achieves its operational, safety and financial goals.

Course Dates: Thursday, February 10 through Wednesday, March 16, 2022

Estimated Hours: Online course: 2.5 hr, Webinars 3.5 hr, Assignments: 3.0 hr

Instructor: Shelley Row, Blue Fjord Leaders

Course Description: Enhance your skills as an effective and memorable communicator for TSMO. Use tips from neuroscience for a no-nonsense approach to advocating technical strategies that have a human impact. Grow deeper skills to enhance audience connection and solidify the relevance of TSMO. This interactive workshop is not for beginners. These techniques go beyond book learning. Learn and apply steps to convert technical material into an interesting, informative, and relevant presentation that resonates with decision-makers and decision influencers.

There are three parts to this training program:

  1. Online materials. Jump start your thinking so that you are ready to go with the first live, interactive webinar.
  2. Interactive webinar #1. Get down to business and hone the most essential skill of an influencer: seeing TSMO through the perspective of the decision-maker. Discover tips to change your presentation to reflect their concerns so that they appreciate the power of TSMO in meeting organizational goals. For maximum benefit, you should have a presentation or briefing in mind to work on during the workshop portion of the webinar.
  3. Interactive webinar #2. Stop death-by-PowerPoint by replacing word-filled, detail-heavy slides with compelling content and images that stick with the audience. This is not about making “pretty slides.” It is about engaging the brain of the audience in ways that are impactful and leave a positive, lasting impression. Research in neuroscience provides the practical techniques to engage the brain of the decision-maker. You will be able to work on your own presentation and apply these techniques so you can learn and do at the same time.

Leave this three-part program with practical techniques that further develop your communication skills to effectively illustrate the value of TSMO to others.

Estimated Hours: Online course: 2.5 hr, Webinars 3.5 hr, Assignments: 3.0 hr

To enroll, please click ‘register now‘ button below.


Learning Objectives:

  • From the online materials, learn about the challenges to effective communication for TSMO and the need to build the business case.
  • Analyze your audience to more deeply understand their interests.
  • Craft a compelling message that achieves your audience’s objectives and yours.
  • Organize data, hone the analysis and identify real-life impacts to make clear, understandable, and memorable points that link TSMO to safety, ROI and operational improvements.
  • Using neuroscience, design presentation visuals and stories that “stick” in the decision-maker’s mind long after the presentation ends.


Shelley Row, PE, CSP, is an engineer, and served as the Director of the ITS Joint Program Office for the USDOT.  Prior to that Ms. Row was the Associate Executive Director at the Institute of Transportation Engineers and the Director of Transportation Operations for the Federal Highway Administration.

Ms. Row was named an IncMagazine as a top 100 leadership speaker and is one of eight engineers who is also a Certified Speaking Professional (CSP). She was also recognized by Traffic Technology International as one of 20 of the best minds in advanced traffic management systems.

Today Shelley Row, PE, CSP is the founder of Blue Fjord Leaders, whose work focuses on engineering leaders to see beyond the data.  The Blue Fjord Leadership System transforms technical professionals into insightful leaders who skillfully communicate and who lead with confidence, empathy and adaptability. Her work employs science-based techniques, practical applications, and self-awareness.  Shelley combines executive experience, results from interviews with more than 90 executives, and neuroscience to bring these powerful skills to you.

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Washington State DOT

Lisa Burgess, Kimley-Horn and Associates


This course is excellent for a complete understanding and implementation of TSMO and I would recommend it for any DOT and anyone who is interested in transportation.

- Mohamed Aly Traore, Washington State DOT (WSDOT)

This course helped me to verify TSMO strategies that were already within my toolbox, but identified for me best practices and tactics that I haven't considered. It's well worth the time and effort and a great way to bring TSMO knowledge to your agency.

- Lisa Miller, Utah DOT

Communicating the Value of TSMO - Excellent course to help you learn how to "sell TSMO" to a wide audience including case studies.

- Jon Cheney, Volusia County Government

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