When everything has to work smoothly: - My job is to make it all work

– If the trip goes smoothly, it’s because a lot of work has gone into it. That’s what I work toward every day—making sure everything falls into place.

From driver to key behind-the-scenes figure at Tide

Knut Harald has been in the bus industry since 1973 and has closely followed its development. He started as a driver and spent many years on the road, including on long-distance trips across Europe. Today Knut Harald works as a Key Account Manager.

– I’ve driven a lot myself, and that experience stays with you. You gain a completely different understanding of what actually works in practice—whether it’s routes, logistics, or people.

He brings that experience from the road to his work today—especially when it comes to routes, logistics, and human interaction. Today, his role spans sales, operations, and customer engagement, and he often serves as a primary point of contact for customers.

More than just transportation: A close partnership with Hvite Busser

Hvite Busser is one of the clients Knut Harald works with most closely. Their educational program involves young people traveling to learn about war, democracy, and human rights by experiencing historical sites up close.

– It’s not just a trip. It’s part of the curriculum. The students travel to understand, not just to read about it.

The collaboration between Tide Buss AS and Hvite Busser has developed over many years and involves far more than just providing buses. Previously, eyewitnesses—survivors of concentration camps—were an important part of the trips. Today, that is no longer possible, and it has made the program even more structured and closely tied to the curriculum.

– Now there is usually a tour guide and a facilitator on the trip. This places even higher demands on the execution, and so we, as the transport provider, also become an important part of the whole.

– We at Tide are both problem-solvers and advisors

For Tide Buss AS, the partnership is about far more than just providing buses. It is a close, operational collaboration that has developed over many years.

Knut Harald explains that Hvite Busser sets the framework, while we at Tide help figure out how the trips can actually be carried out in practice. The trips originate from all over the country and often extend deep into Europe. At the same time, the target group is young people, often as young as 15, which places extra demands on both planning and execution.

– The driver is part of the team. They must work well together, especially on trips that can leave a strong impression. It’s about creating a safe environment around the experience.

When the plan needs to be adjusted along the way

Even with good planning, situations arise that must be resolved along the way, especially during the peak season in the fall.

– September and October are busy. There can be storms, canceled ferries, or things that don’t go exactly according to plan.

This is where experience really comes into its own.

– You can’t predict everything, but you have to be prepared to handle it. We always have a Plan B—and often more than that.

He highlights a specific situation:

– We had a bus in Berlin that experienced technical problems. It wasn’t possible to get a replacement bus locally, so we sent one down from Norway. That’s how we work—we find solutions.

For customers, this is about peace of mind.

– They need to know that no matter what happens, we’ll take care of it. That’s what matters.

Relationships that last

Over many years, Knut has built close relationships with several of his customers. Availability, quick responses, and being solution-oriented are crucial for building trust.

He describes his role as more than just a supplier.

– It’s almost like a partnership. We know each other well, and that makes things run more smoothly.

Hvite Busser sums up their collaboration with Knut Harald this way: “For us, Tide is really Knut Harald.”

– That’s nice to hear. But it also says a lot about how important it is to be present and take responsibility.

A meaningful workday

Even after decades in the industry, his motivation remains the same.

– It’s rewarding to see that what we do works. That the trips go well, and that the customers are satisfied.

He also highlights flexibility and the work environment as key reasons why he still enjoys his job.

– I’ve been able to do what I enjoy, and there’s a lot of variety in my day-to-day. That means a lot.

And if he were to give one piece of advice to someone considering a similar role?

– You have to like it when things happen. And you have to like working with people. If you do, this is a really great industry to be in.