“We must all be men and women of integrity before we leave this earth.”

Most people don’t discover their leadership style when things are going well. They discover it when everything starts going wrong.

For more than 40 years, Jose Acosta, owner of Pepe’s Towing in Los Angeles, spent his career stepping into those moments.

Today, Pepe’s Towing has grown into one of the largest towing and recovery operations in Southern California. The company manages everything from roadside assistance to massive heavy-recovery projects involving overturned tractor-trailers, construction equipment, and complicated freeway incidents. But Acosta’s journey began with something much smaller.

As a teenager, he worked at a Chevron station, helping with battery jumps, lockouts, and tire changes. He originally planned to become an engineer, excelling in mathematics and physics. Life took an unexpected turn when a serious accident left him pinned between a tow truck and another vehicle while working roadside. The injury ended his college plans and redirected his future.

What could have been a setback became an opportunity.

Over the years, Acosta helped transform a one-truck operation into a regional powerhouse known for tackling some of the most challenging recoveries on the West Coast. Experience taught him lessons that can’t be found in a textbook.

“After forty years, I don’t exactly know what to do. I know what not to do. It’s a much smaller list.”

That practical wisdom shows up throughout the company. Whether recovering a loaded semi-truck from a ravine or coordinating multiple crews on a busy freeway, Acosta believes success comes from preparation, discipline, and keeping a clear head under pressure.

His leadership philosophy is surprisingly simple: Treat people the way you want to be treated.

That applies equally to customers, employees, law enforcement officers, and even stranded motorists. During our conversation, Acosta shared stories of making sure drivers had food, water, and support during difficult situations. He believes that how people are treated matters just as much as the job itself.

The company’s success has also become a family story. Acosta’s son, Joshua, joined the business and helped bring a new dimension to the company through YouTube. Their recovery videos now reach millions of viewers, giving the public an inside look at a profession few people truly understand.

Despite the growth, Acosta remains actively involved in operations. He still responds to calls, mentors younger drivers, and finds joy in working alongside his son.

In a world increasingly focused on technology, automation, and shortcuts, Jose Acosta’s story is a reminder that character still matters. The trucks may be larger, the equipment more advanced, and the recoveries more complex, but the principles behind the business remain remarkably simple.

Integrity. Service. Gratitude. Family.

As Acosta put it, “We must all be men and women of integrity before we leave this earth.”

The full conversation with Joe Acosta is available on The Tony DUrso Show including audio and the complete interview transcript.

(Originally published in the Del Norte Triplicate.)