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 1135: Working In The Shadows


“Remember your servants Abraham, Isaac, and Jacob. You bound yourself with an oath to them, saying, ‘I will make your descendants as numerous as the stars of heaven. And I will give them all of this land that I have promised to your descendants, and they will possess it forever.’”

During the Great Recession people who lost their jobs or who had their income reduced had to get creative to find ways to make money.  Driven by necessity and fueled by the innovation that brought technology to us cheaply (the Cloud), we are seeing a new revolution of business growth that is unlike any other form we have seen, or can actually be counted today. Collaborative Consumption is a term used today for those who reuse and/or re-purpose assets or available time for pay.  Those pink mustached cars are cars and drivers that would have been parked yet someone saw an opportunity to re-purpose their car when they didn’t need it for driving.  The bake sale that happens every day now out of the kitchen from someone who loves to cook, has the extra time and a kitchen that sits empty and unused except for three times a day. The garage sale that is now every weekend with the entire neighborhood contributing their unused and unwanted items.  Airbnb that allows us to rent our rooms , apartments and homes when we aren’t around. All of these happen within the “shadows” of how we count and measure employment in America.  I guess it has always happened but since ebay, it has gotten bigger and bigger. It is good for our economy and the shadow is growing.  Those in the shadows also think about products and services differently.  They don’t waste. They won’t overspend. They move quickly. They think ahead.  They desire products and services that speak to their situation and appreciate that they work and live outside of the norm and the expected.

I am reminded of the Apostles after Jesus’ death who went into the shadows of society to shed God’s light for others to see.  Evangelism and the carrying of Jesus’ message many times happens in the shadows and like the shadow economy works, in ways that are unexpected. We never know when we are going to have the opportunity to share our testimony of what God has done for us. I love when I hear that someone came to know and love the Lord from the relationship they had with someone with whom they worked. And those shadow can be long and lasting.  When God promised Abraham generations of descendents, little did anyone know what the impact of that long shadow would be.  If there is a place of shadow that God wants to shine within, it is the workplace. Consider that the extra or re-purposed time and energy you have could be going to work for the Kingdom’s expansion.  And, yes that can happen right there, at work.
Reference:  Exodus 31:13 (New Living Translation)