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 Glassdoor.com and runcoach. He is the co-founder and Executive Committee Member of T4A.org, 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 1227: Fingerprints

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“And the very hairs on your head are all numbered.”

What an amazing amount of noise that has been created from the new Apple iphone5S and its Touch ID fingerprinting security system.  If you haven’t been following it the controversy ranges from the extraction of a fingerprint from a person and what can Apple and others do with the fingerprint, all the way to the absurd of people worried that while they are sleeping that someone would use their thumb to unlock the phone for snooping or reading their emails.  Even Senator Al Franken (not as a comedian) has joined the fray to check if what Apple is doing is safe for consumers.  It will be fun to watch this play out, but I predict that it dies out as a concern soon.  Biometric data has been here all along and why wouldn’t we use what is already there?  What also will happen is that our phones now even become even more personal to us.  No one could have predicted how dependent we are on that device and all of us who are trying to reach consumers have to be thinking mobile and mobile personalization.  Where will we be as in the relationship with our consumers if we don’t figure out how to be front and center with them, in a personal way, in a mobile way.

God has each of us in His sights at all times and He knows all of us.  What He desires from us is to allow ourselves to know Him just as personally.  We fight back on this every day, not that differently from how people are pushing back on Touch ID technology.  When we don’t open our hearts and minds to seek God, then we basically are rejecting what He has to give us.  He never rejects us and He is always waiting for us to continuously be wanting to make our relationship very personal.  He tells us that He numbers each and every hair on our head.  He knows our very fingerprints.  What are we doing today to either invite this level of intimacy, or rejecting what can be?

Reference:  Matthew 10:30 (New Living Translation)