David Purinton’s Remarkable Journey: Empathy in Action

• David reflects on a challenging childhood in a low-income family.
• He transitioned from music to the rental car industry, eventually founding PurCo.
• David advocates for trust and collaboration in client interactions.
• He engages in youth coaching and cultural projects with his diverse family.

1. Can you share with us what your childhood was like? How did that make you the person that you are today?

I’m 63 years old and a music major. I started playing low brass instruments, mainly the tuba because I was a big kid and they needed a player. My family was quite poor growing up, but my mom worked hard to support us. She was a trailblazer— the first female bus driver in our school district and the first female head of the local Chamber of Commerce. 

Music was a significant part of my life, and I played the tuba because it was free. Unfortunately, in sixth grade, I was hit by a car and broke my left leg in six places, leading to many surgeries over the years. Despite the challenges, my mom instilled a strong work ethic in my three older sisters and me. We learned to take pride in hard work, which shaped who I am today. I grew up in San Jacinto, California, surrounded by a diverse community of Hispanic and Native American friends. Although life hasn’t always been easy, especially with the effects of strokes slowing me down and causing vision issues, I find joy in working and the lessons my mom taught us.

2. Can you share the concept behind starting your organization PurCo?

I’m a college dropout. I realized no one wanted to hear me play the tuba or trombone, so I left school. I had been a decent golfer in high school and thought about pursuing that, but ultimately I found a job working for a friend’s dad at a custom manufacturing place. 

I started my career with Dollar Rent-A-Car in the ’80s, and during my time there, we won the President’s Cup for the best midsize location in the system. After that, I worked for Bluebird, a company that provided software for car rental agencies. I traveled a lot, installing systems and helping franchises transition from manual processes to computerized ones. 

Eventually, I was recruited by one of my clients to manage locations for Payless Rent-A-Car in Orlando, Charlotte, and Pittsburgh. Recognizing a need in the industry, I started my own company focused on damage recovery for franchises. Initially, people were skeptical about my business model, but I quickly became a leader with PurCo, helping car rental companies manage their damage recovery. 

About eight years ago, I came up with a unique idea involving a business method patent related to car rentals. This involved a special agreement for renters, which opened up coverage options for U.S. citizens renting cars globally. It’s been an exciting journey, and I’ve been fortunate to work on some innovative projects.

3. Can you share any insightful stories throughout your journey at PurCo?

It’s been an interesting journey balancing the employee and customer sides of the business. On the employee side, I focused on setting high standards, even when senior colleagues told me those standards were unattainable. If I had listened to them, my company wouldn’t be where it is today. I learned that, as a manager, I needed to communicate my vision and train my team effectively. I developed a unique training method inspired by the musical ‘Circle of Fifths’. My “circle of training” starts with explaining at 12 pm, demonstrating at 3 pm, observing at 6 pm, and evaluating at 9 pm. This process allows me to communicate and assess whether my training is effective. I continue this cycle until the person either succeeds or I realize they’re not a good fit, which is perfectly okay. On the customer side, I’ve learned that no one wants to pay for damage to a rental car, which often leads to disputes. Renters may feel innocent even when they know they’ve caused damage, and they often resist taking responsibility. I’ve adopted the mantra that what matters most is understanding their perspective. 

People often negotiate or push back, and it’s important to manage that dynamic with empathy. It’s a valuable lesson in human nature, and I’ve come to accept that it’s part of my role to help customers understand the situation better. Overall, this experience has taught me a lot about people and the complexities of managing relationships on both sides of the equation.

4. What advice would you give to new-age entrepreneurs who are thinking about starting a career in the fleet industry?

I do not see myself as an entrepreneur, but rather someone who grows ideas. At PurCo we focus on educating newcomers in the car rental industry, emphasizing the importance of accountability. I consider myself a “jack of one trade,” skilled at ensuring that when damage occurs to a fleet, we recover those costs effectively. My mission is clear: I make sure the responsible party pays for the damage. 

For instance, I aim to identify the perpetrator and hold them accountable in the case of a hit-and-run. In Utah, there’s a clear legal liability when it comes to situations like injuries on a trampoline. If a neighbor’s child gets hurt on my trampoline, my homeowner’s insurance covers it. Meanwhile, the injured child’s health insurance will investigate the incident to determine liability.  It’s crucial to establish operational procedures that facilitate this accountability. You can’t simply accept that things happen; you need to manage the situation proactively and provide solutions. This approach not only protects the business but also fosters a culture of responsibility.

5. What has been your biggest challenge being an entrepreneur, did you find a way to overcome it or do you have any ongoing challenges you are trying to resolve?

I don’t consider myself an entrepreneur, despite having started multiple businesses. I see myself as someone who develops people, projects, and systems. Starting a franchise doesn’t appeal to me; I’m not motivated by money alone. 

My focus is on serving clients. We have a mantra: “When we serve the client, we win.” It’s not about maximizing profits; it’s about creating win-win scenarios for everyone involved. I see myself as a professional negotiator, but I’m not interested in the ‘art of the deal’ style of negotiating. My priority is finding solutions that benefit both parties. I thrive on the challenge of creating these win-win situations. 

Every day presents new opportunities and changes, and I’m always thinking about how to foster positive outcomes. Recently, we had a new employee who was facing health issues, and I encouraged her to prioritize her well-being. She just called to say she’s returning to work, which is a win for everyone.

This dynamic and ever-changing environment keeps me motivated and excited about what we can achieve together.

6. How to maintain client relations in a challenging industry, i.e. fleet industry?

Building strong relationships with our clients is fundamental to our success. One of our core mantras emphasizes that we are partners in loss prevention within the car rental industry. This partnership extends to various aspects, from reworking rental contract language, to managing claims; but our primary focus is on addressing the damage that happens to vehicles. When I bring on a new client, I encourage them to ask for references, specifically about how we solve problems rather than whether we’ve ever had issues. It’s how we handle challenges that truly reflects our values. 

Problems are inevitable, especially after decades of working in the industry, but our response sets us apart. My approach emphasizes creating relationships built on trust, empowerment, knowledge, and legitimacy. We thrive in environments without heavy politics, where we can connect directly with owner-operators. This collaborative spirit allows us to navigate challenges effectively and maintain the trust of our clients.

7. Can you mention some passions and interests that you have outside your work?

I’ve coached over 25 youth sports teams and have a wonderfully multi-ethnic family. My oldest child is Korean from Busan, my daughter is from Peru, another child is Mexican-American, and the youngest is African-American, with roots in Benin and Nigeria. My family truly reflects a blend of cultures. 

I travel internationally for work, and sharing pictures of my family helped me connect with people from diverse backgrounds, whether in the Middle East, Europe, or Asia. My passions drive me.

8. Can you share a quote or a mantra that resonates with you?

My wife is a public school teacher, and together we started the largest charter school in Utah, called the American Leadership Academy, which serves K-12. Through her stress relief class, she introduced me to mantras. One of the first ones I learned was, “An error doesn’t become a mistake until we refuse to correct it.” 

This idea shaped my management style at Dollar Rent-A-Car, where I emphasized perfection while acknowledging our humanity. Another powerful mantra I found in a poem, The Coming American, emphasizes the importance of vision. It originally stated, “Bring me men to match my mountains,” but I adapted it to say, “Bring me men to match my plans with vision in their purpose and new ideas in their minds.” I aim to motivate everyone I work with to think critically and strive for excellence, encouraging them to focus on their strengths and potential.

9. What is the most beautiful place or country you have ever traveled to that left a lasting impression on you?

I often reflect on the beauty of places everywhere, especially in Utah. One of my favorite spots, Pando, features quaking aspens, which are clones sharing the same root system across hundreds of acres. I once gathered leaves from the ground there—after getting permission, of course—and preserved them to create a piece of art. I told my friends that if they never visited Utah, they’d miss seeing something truly remarkable. It’s a reminder that incredible places exist all around us, not just in the U.S. I dream of exploring the beauty of India one day, but I appreciate the stunning landscapes right here in my home state. This world is full of beauty waiting to be discovered.

David Purinton’s journey from a tough childhood to founding PurCo highlights resilience and empathy. His focus on trust and accountability has shaped his success in the fleet industry. David’s story shows how personal challenges can lead to professional achievements, inspiring others to grow and thrive.