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 2432: Deep Fakes

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“Truthful words stand the test of time, but lies are soon exposed.”

The political world is just now wrapping their minds around what will be the outcome and fallout from “Deep Fakes”.  Deep Fakes are videos and audio that have been altered but the altering is not evident to anyone but an expert.  I’ve seen a few of these and the implications could be more of what we have now; the rush to expose, regardless if there is truth or not and then no commitment to expose what is true or not.  With any of these new technologies there is also the risk of corporate sabotage as well.  Imagine that we watch a video of our CEO saying something so far from the truth and so far off character that we can’t believe it was really her.  But, there she is, on camera saying it. The problem with Deep Fakes is that it wasn’t her at all. I love technology and wouldn’t be able to write this blog without it, but I am pretty sure that we are in for a rough ride for a while as it relates to what is real, what is true and what is not.

Nothing hurts more than when someone who professes to be one way, who people respect, admire and follow and then they turn out to be not the person that we thought they were.  In our faith walk, there are always others watching us and in the workplace they are watching even more closely.  Because of human skepticism and our tendency to look for the worst, not the best, the expectation is that we are all in someway “Deep Fakes”.  Our words and actions are being always tested. In one sense, we are, because we will all make mistakes, sin and sometimes even fall, but those that do their best to be transparent and real, can be a real difference in the world of “Deep Fakes”.

Reference:  Proverbs 12:19 (New Living Translation)