Rich Rusnack
Trail Rider, Powder Chaser, Dependable Teammate & Scout’s Ball Chucker
Thanks for stopping by. I’m Rich Rusnack, and this site offers a closer look at my professional journey, the values that shape my leadership, and the principles I rely on to create meaningful impact. My focus is on building connections, advancing purpose-driven initiatives, and delivering results that matter. If these resonate with you, I’d love to connect—feel free to reach out.
One-to-One Executive Advisory
As a trusted advisor to current and aspiring CXOs, I offer a dedicated two-hour monthly session crafted for leaders who value an independent perspective, strategic clarity, and a confidential space to address their toughest challenges. This bespoke service is for those seeking more than advice—it's for executives seeking transformation.Elevating the Executive Perspective
Throughout my career, I’ve deeply appreciated the wisdom and camaraderie gained from leadership groups like the Young Entrepreneurs Organization (YEO), the Young Presidents Organization (YPO), and my current executive peer advisory group. These experiences underscore the power of shared knowledge but also reveal a gap—these groups often lack the flexibility, depth, and individual focus that busy leaders require.Why One-on-One Matters
In today’s fast-paced business environment, time is your scarcest resource. I’ve designed this service for leaders who need not just advice but actionable strategies tailored to their unique circumstances. Here, you are the sole focus—your challenges, your decisions, your growth.Structured, Insightful, and Actionable
Each session is thoughtfully structured to maximize value and deliver clarity. Leveraging a proven format honed in my experience with professional advisory groups, every meeting ensures you leave with actionable insights.A Simple, but Powerful Process1. Pre-Session Preparation
Prior to our meeting, you outline the strategic situation, key challenges, and relevant context. Whether it’s a memo, presentation deck, or a quick brief, this ensures our time is laser-focused on your goals.2. Presenting the Situation
You begin the session by walking me through the strategic challenge at hand. This is your opportunity to provide full context - explain the problem you're trying to solve, share critical details, articulate the key decisions or obstacles you’re facing, and describe the desired outcomes you desire.3. Clarifying Question & Answer
During the session, we dive deep into your challenge. I’ll take detailed notes and probe with clarifying questions to uncover nuances and hidden opportunities.4. Experienced Perspective
I step into your shoes, bringing my expertise across strategy, finance, and operations to share how I would navigate your scenario.5. Collaborative Exploration
Together, we iterate on ideas and strategies, combining my insights with your in-the-trenches reality for a solution that’s not just theoretical but immediately implementable.6. Empowered Execution
My goal is to arm you with perspectives, tools, and confidence to navigate complex decisions and lead decisively.What Sets This ApartTailored Expertise: With over 20 years of leadership experience spanning strategy, innovation, operations, finance, marketing, and real estate, I bring a comprehensive and integrated perspective to tackle challenges effectively and holistically.Confidentiality: A secure, private space for unfiltered conversation.Focus 100% on You: Unlike group settings, every minute is devoted to your agenda, challenges, and growth.Your Leadership Catalyst
Consider me your confidential sounding board, a strategic ally who sharpens your thinking and helps you anticipate challenges before they arise. These sessions aren’t about quick fixes—they’re about transforming your approach to leadership and strategy.
Introvert's Edge
Like many of you, I'm navigating this loud, extroverted world as an introvert. It's not always easy, is it? Whether you're managing a full-time role, juggling a hybrid setup, or living the remote work scene, the challenges can feel endless. But here's the thing—I've been there, and I've learned a few tricks along the way. That's why I created "Introvert's Edge at Work," a space where we transform what might seem like vulnerabilities into our greatest strengths."Introvert's Edge at Work" is more than just an app; it's a toolkit designed by an introvert for introverts. I know firsthand the hurdles we face: the networking events that feel like minefields, the brainstorming sessions that seem designed for the loudest voice to win, and the constant push to "put yourself out there." But I also know our quiet powers—deep reflection, keen observation, and the ability to listen and lead with empathy.This platform is my invitation to you to discover how being an introvert can be your superpower. From practical advice on making your mark in meetings without changing who you are to strategies for building meaningful connections without draining your energy, "Introvert's Edge at Work" is here to guide you. It's about thriving in every work environment and turning your introverted nature into your mightiest asset.So, if you're feeling overlooked or underestimated, know that you're not alone. I've been there, and I've made it through with a few scars and a lot of lessons learned. Let me share those insights with you. Together, at "Introvert's Edge at Work," we'll navigate the challenges and celebrate the strengths of being an introvert in today's work world. Your journey to becoming an unforgettable introverted leader starts here.Join me, and let's unlock the power of your introverted edge together.Warmly,
Rich Rusnack
What is 'Level 5' Leadership?
Level 5 Leadership: Humility, Will, and ImpactMost simply, it means we’re all pulling on the oars together.The concept of Level 5 Leadership, as defined by Jim Collins in Good to Great, resonates deeply with how I approach leadership—both as a professional and as a person. It’s not just a framework; it’s a mindset that has guided me in every role I’ve held, from the fast-paced complexities of startups to the steady stewardship of large-scale operations.At its core, Level 5 Leadership combines two essential traits: personal humility and unwavering professional will. It’s about recognizing that success is never the work of one individual but the result of a collective effort, shared purpose, and a commitment to leaving something better than you found it.I believe that leadership isn’t just about achieving financial results—it’s about achieving them the right way. True leaders commit to ethical practices, foster deep connections, and pursue a vision that prioritizes sustainability and transformation over short-term wins. The ‘Level 5’ philosophy centers on cultivating an environment where people thrive, innovation flourishes, and the long-term health of the organization takes precedence over individual egos.Leadership Is a Journey
Level 5 Leadership is not a title or a destination—it’s a process of continuous learning, growth, and reflection. It challenges us to embrace humility, remain adaptable, and balance the ambition of the organization with service to others. For me, this means asking hard questions, staying grounded in the face of success, and leading with a fierce dedication to improvement at every turn.I see this journey as aspirational and deeply rewarding. It’s about inspiring people to achieve greatness together—not through force or charisma but through shared values, thoughtful decision-making, and a relentless pursuit of excellence.Leading with Heart
For me, Level 5 Leadership is more than a philosophy—it’s a promise. A promise to approach every challenge with humility and resolve, to elevate those around me, and to lead with integrity in ways that outlast any individual success.Whether steering a business through transformation or stewarding a national park site, I carry the principles of Level 5 Leadership with me every day. Because leadership, at its best, is not about the leader—it’s about creating something extraordinary that stands the test of time.Why This Matters to Me
Jim Collins reminds us that greatness comes not from extraordinary circumstances but from ordinary people doing extraordinary things. That’s what Level 5 Leadership means to me. It’s about showing up with the humility to listen, the will to act, and the courage to empower others to build something greater than themselves.
My Playbook for Growth & Transformation
With over twenty years in diverse leadership roles, here are the tools and skills I bring to the table.Every organization requires a robust strategy and a clear action plan. I partner with Clients to craft customized growth strategies and comprehensive planning solutions. From conceptualizing your Growth Strategy Development to integrating advanced Artificial Intelligence (AI), my services are designed to refine your operational framework and drive measurable success. Let's define your path forward with precision and foresight.1. Growth Strategy Development:We'll tailor a growth pathway, identify new markets, products, or services, and optimize your operations for sustainable expansion.2. Strategic Planning / Annual & Multi-Year:We'll set a clear, actionable roadmap to achieve both short-term objectives and long-term vision.3. Annual Business Plan Development:We'll craft a detailed plan outlining your goals, strategies, and actions for the upcoming year.4. Key Performance Indicator (KPI) & Dashboard Development:We'll develop measurable indicators and dashboards to effectively measure and monitor your company's performance.5. Roadmapping & Tracking:We'll create a visual timeline to keep your strategic initiatives on track, adapting as necessary.6. Operating Model & Organization Design:We'll fine-tune or reimagine your structure and workflows to enhance efficiency and market responsiveness.7. Change Management:We'll navigate through transitions smoothly, ensuring minimal disruption and maximum engagement.8. Artificial Intelligence (AI) Executive Training & Workflow Integration:We'll deepen your leadership's AI understanding and integrate smart technologies for operational excellence.
About
I’ve built my career—and my life—on a fairly unconventional path. Starting with nothing, I boot-strapped my way up, scrubbing floors, stocking shelves, and eventually leading companies. These foundational experiences gave me a grounded understanding of the challenges people face at every level of an organization, shaping my affinity for 'Level 5 Leadership': leading with humility, fostering strong relationships, and driving relentless improvement and innovation.My entrepreneurial journey began in Door County, Wisconsin, where I helped grow a small family-run gift shop into a regional retail chain. Over 14 years, we transformed historic buildings into vibrant community spaces, blending preservation with progress. The work was hands-on, often stressful, but deeply rewarding—and it laid the foundation for how I approach leadership today.After earning my MBA from Northwestern’s Kellogg School of Management, I transitioned into institutional real estate, joining The Habitat Company in Chicago. There, I cut my teeth in real estate finance and asset management.Following five years with Habitat, I joined the Leslie Rudd Investment Company (LRICo) to manage its diverse real estate portfolio. Over seven years, I advanced into leadership roles in the portfolio's operating companies, ultimately revitalizing the operations of Standard Beverage Company, a $200 million enterprise, as COO and President.Next, I moved into the innovation-driven world of startups. I served as CFO of Flux.io, a real estate technology company spun out of Google X, where I led financial operations to support its evolution. Subsequently, I joined Guideboat Co., a lifestyle e-commerce brand founded by the creator of Restoration Hardware, to oversee financial strategy and steer the company through some troubled water before ultimately being acquired by the J.Peterman Company.Today, as Chief Business Officer of the Presidio Trust, I lead a Team that oversees a $2 billion real estate portfolio, including 1,400 multifamily housing units, 3.0 million square feet of commercial space, two boutique hotels, five historic event venues, and America's oldest golf course west of the Mississippi.Every decision is guided by a commitment to excellence and sustainability, ensuring the Presidio thrives as a self-sustaining national park site. Our work blends innovation with stewardship, creating spaces where history, community, and the natural environment intersect.Leadership That Drives Change:. Leadership isn’t about maintaining the status quo; it’s about moving organizations forward while staying true to their purpose. I lead with data-driven decision-making and a deep belief in people’s potential. Progress requires thoughtful risk-taking and a focus on long-term value. Whether navigating market disruptions or scaling businesses, I balance innovation with practical execution.Beyond the Office
When I’m not working, you’ll find me enjoying the trails of Marin with my partner, Laura, and my dog, Scout; skiing in the Sierra Cement at Palisades; or mountain biking around Mt. Tam with friends.
My 6 Guiding Principles
I believe it's important to reflect on our beliefs and to put them in writing. It's about identifying what truly inspires us, motivates us, and holds importance in our lives. Writing them down transforms them into tangible touchstones that can guide and ground us in our personal and professional journeys. The following are my guiding principles.1. People First
I believe in putting relationships first - with colleagues, customers, partners - especially when it's challenging. This philosophy makes every goal attainable and every problem solvable.2. Help Each Other
We're in this together! It's important to lend a hand, share successes, divide failures, and celebrate extraordinary efforts at every opportunity.3. Be True to Yourself
Our diversity is our strength. Having a unique opinion, sharing it confidently, and staying open to new information is key. Spirited, respectful, open, and honest dialogue, I believe, always leads us to the best solutions.4. Know Your Why
I am convinced that discovering our 'Why' is essential. It could be nurturing future leaders, forging strong bonds with colleagues, or cultivating customer relationships. By tuning into our inner voice and identifying that singular passion, we can fuel our daily inspiration.5. Lead by Example
I believe in leading by example - demanding the best from myself first, and then from my team. The desire for continuous improvement is my fuel, so I strive for high performance, recruit high-potentials, focus on developing natural strengths through effective coaching and support.6. Embrace Bad News
I believe in embracing bad news. It is the surest path to an opportunity for improvement. Fix what’s broken with durable solutions that become part of standard operating procedures.
Contact
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Thank you
Lead quietly, excel humbly, improve relentlessly. Be Level 5.
Rich's AI Lab
I’ll admit it—I’m a bit of an AI geek. Over the past few years, I’ve been fascinated by the rapid advancements in artificial intelligence and have made it a personal mission to stay ahead of the curve. From reading, watching YouTube deep dives, and attending AI trainings and events, I’ve built my own library of AI tools that help me accelerate nearly any task as an executive and manager.Beyond just using AI, I’ve also been experimenting—building CustomGPTs with OpenAI and even developing standalone AI-driven websites. Most recently, with OpenAI’s launch of ‘Projects’ and ‘Deep Research,’ I’ve been diving into more complex AI integrations, exploring what’s possible for both work and personal innovation.Below, you’ll find a few CustomGPTs I've built on OpenAI. If you have a subscription you'll be able to view and try them out. If you’re as excited as I am about this AI revolution, I hope you enjoy exploring these experiments as much as I’ve enjoyed creating them!
🚀 Rich's AI Tool Finder is your go-to interactive assistant for discovering the best AI tools out there! 🎯 Backed by Rich’s hands-on research and trusted sources, it delivers curated, up-to-date recommendations tailored to your needs. Whether you're into AI for work, play, or pure curiosity, this tool has you covered. Best part? It’s now publicly accessible to anyone with the link! 🌍✨
Meet Relationship Referee - The chatbot that calls out your couple chaos before someone ends up on the couch. 🛋️ Tired of dishwasher debates? 🧽 Wondering if ‘selective hearing’ is a medical condition? Questioning how one person uses every pan for a “simple” meal? 🍳 I see the nonsense, raise an eyebrow, and keep the peace—while reminding you that, yes, stealing the last slice is a crime. 🍕
Meet Rich's Emergency Advisor - Most people aren’t ready for emergencies—but PrepMate makes it easy. 🚨 This AI-powered advisor customizes go-bag and stay-box checklists based on your location, family needs, and the most likely disasters in your area. 🌪️🎒 Backed by expert recommendations from FEMA and the Red Cross, PrepMate helps you pack smart so you’re always ready when it matters most. ✅
Introvert’s Edge at Work is the ultimate career coach for quiet professionals, helping introverted leaders thrive in an extroverted business world. 🌎✨ With practical strategies for confidence, communication, networking, and leadership, it turns introversion into a superpower. 💡 Whether you're navigating meetings, presentations, or workplace dynamics, this AI offers tailored advice that’s insightful, empowering, and refreshingly authentic! 🚀
🚀 Ready to uncover your ultimate life purpose? 🔎 Our Ikigai Chatbot is your personal treasure map—guiding you through your passions, talents, and what the world needs—then revealing real-world job titles, top companies, and next-level resources for a career that sparks joy! 🌟
Blog
Actually Useful AI | Productivity Hacks that Work | Questionable Investment Ideas | Leadership | Life
March 10, 2025
The Introvert’s Edge at Work: How AI is Changing Leadership for Quiet ThinkersBeing an introverted leader in an extroverted world can feel like running a marathon built for sprinters. Meetings drain you. Networking feels forced. And speaking up in fast-moving conversations? A challenge.But what if AI could help? The Introvert’s Edge Chatbot is a first-of-its-kind tool designed to give introverted professionals real-time strategies to lead on their own terms.
March 5, 2025
Following the recent Executive Order regarding the Presidio Trust, we have submitted a comprehensive Report to the Office of Management and Budget (OMB). Delivered to OMB on March 5th, this report outlines what the Presidio is and how it operates as a self-sustaining national park site for the American people.
February 20, 2025
Thank you to everyone who has reached out to me regarding the recent Executive Order mentioning the Presidio Trust. I’ve received many questions about the Trust’s operations, so I wanted to share some key data points about this incredible place that my colleagues and I are so proud to steward.
February 19, 2025
A Heartfelt Thank You to Our Presidio Residents. To our incredible Presidio residents—you are more than just neighbors; you are the living heartbeat of this historic place.
February 15, 2025
A rare opportunity to lease a stunning historic space in the heart of the Presidio! If you’re looking for a headquarters or flagship location with character, convenience, and a one-of-a-kind setting, check this out. ⬇️
February 20, 2023
👋 Hey, Rich here. This week I’m diving into leadership of introverted teams. I was inspired by the story of a senior leader who recently decided that brainstorming sessions, where innovation was the goal, would best be made up of teams of extroverts….and introverts should be excluded. Whoa there 🤨 buddy! Those are fighting words. And, by the way, also a recipe for missing out on 50% of the great ideas in the room.
January 25, 2023
Your boss calls for a quick team meeting. You enter the room, join them at the white-board, and everyone starts talking. Sometimes over each other, sometimes in quick succession. (Where’s that little orange ✋ hand when you need it?) The board begins to fill up as the brainstorm continues. Your mind is racing, you have thoughts, ideas, but you want time to think. You feel like your face is out the car window at 50mph. You’re expected to jump in, get fired-up, share the energy of the brainstorm, but instead you feel rushed, unprepared, and talked-over.
January 16, 2023
If you’re as introverted as I am, being asked to give a presentation of any size sparks anxiety. My body’s response is immediate, irrational, and intellectually frustrating. Heart pounding, sweat breaking…full fight or flight response. I am not a cave dweller, and I know it, but still the instincts grab the wheel. I’ve been a manager for almost 20 years now, and still this is how I react. But, I’ve come to understand that this is just the way my brain works, and I have the power to manage it.
January 8, 2023
I still remember the first few times I read Fast Company, Inc., Entrepreneur, Forbes, and Fortune. I was still in undergrad. The profiles of scrappy entrepreneurs hitting it big, dynamic executives accelerating their company’s growth - that’s who I wanted to be.
December 20, 2022
Re-Think the Executive Stereotype
If you think all great leaders have to be extroverted, think again! Some of the most successful tech giants and business leaders in the world are introverts, and they're here to shatter the myth that extroverts are the only ones who can make it to the top.