Author Archives: Rusty Rueff

About Rusty Rueff

Rusty Rueff, author of purposed worKING. Rusty Rueff is the former Chairman Emeritus of The GRAMMY Foundation in Los Angeles. He most recently completed the successful 16 month leadership role as Coordinating National Co-Chair for Technology for Obama (T4O) for the reelection of President Obama and ten-years of Board service and President of the Board of Trustees of the American Conservatory Theater in San Francisco. Corporately, most recently Rueff was the Chief Executive Officer at SNOCAP, Inc. until the acquisition of the company by imeem, Inc. in April 2008. Before joining SNOCAP in 2005, he was Executive Vice President of Human Resources at Electronic Arts (EA) from 1998 until 2005. He was also with the PepsiCo companies for more than ten years, with the Pratt & Whitney division of United Technologies for two years, and in commercial radio as an on-air personality for six years. Rusty holds an M.S. in counseling and a B.A. in radio and television from Purdue University. In 2003 he was named a distinguished Purdue alumnus, and he and his wife, Patti, are the named benefactors of Purdue’s Patti and Rusty Rueff School of Visual and Performing Arts. He is a corporate director of and runcoach. He is the co-founder and Executive Committee Member of, serves on the Founding Circle of The Centrist Project and a founding Board Member of The GRAMMY Music Education Coalition. He is also the co-author of the book Talent Force: A New Manifesto for the Human Side of Business. Rusty and his wife, Patti, reside in Hillsborough, CA and Charlestown, R.I.

day 2933: Life Insurance

Yet God has made everything beautiful for its own time. He has planted eternity in the human heart, but even so, people cannot see the whole scope of God’s work from beginning to end.”

I’d have loved to been in the room when the first idea of life insurance was created.  Imagine the conversation.  Someone pitches the idea of “Death Insurance” (because that is what it is, it’s not Life insurance if you are paying out at the time of death). The numbers speak for themselves as there is a lot of money to be made.  But, there is something just not right about the “pitch” and the room doesn’t get excited.  The presenter is wondering what went wrong. The room is silent.  And then, the marketing person leans forward and quietly offers, “What if instead we called it Life Insurance?”  And, from there on the meeting is filled with energy and the idea is off to the races.  A one word change can change everything.

We have one word that God has given us that is planted within us, “eternity”.  We have the promise of eternal life through Jesus, but yet so many don’t see it, or choose not to believe.  God is much more than our death insurance to carry us to eternity, He is our daily “Life Assurance”, if we only ask Him to be.  I try and look at each day as just one more step towards the preparation of an eternity with Him.  When you think about it that way, how can we not get excited today?

Reference: Ecclesiastes 3:11 (New Living Translation)