Goal Crushing Machines: Ken Rusk’s Blueprint for Personal and Professional Growth

Goal Crushing Machines: Ken Rusk’s Blueprint for Personal and Professional Growth

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Welcome back to the Daily Mastermind, George Wright III with your daily dose of inspiration, motivation, and education, and we've got a great guest for you today.

I know that everyone here that listens to this podcast generally fits into this category of owner, entrepreneur, CEO, executive—but overall, just a personal-development-focused group of individuals. And I love you and I appreciate you being here with us.

Today, I've got a gentleman that is a bestselling author and just a great guy. His name’s Ken Rusk. Ken, how are you doing?

I'm doing great, George. Thanks for having me. I appreciate it.

Yeah, we love to have individuals like yourself on the show. We kind of vet our guests because we want people with experience—and more importantly, the ability to help others create systems that lead to living their best life, which is our whole goal.

So let me give a little background and have you dig in. For those who don’t know, Ken is the founder of Rusk Industries, a nine-figure construction enterprise. He's got 40 years of experience inspiring entrepreneurs to build loyal teams, reduce turnover, and achieve massive growth. But beyond business, he empowers individuals through his book and his philosophy—creating freedom through intentional success.

That’s why he’s been featured in outlets like Forbes, USA Today, and Fox News. So Ken, I’m really glad to have you here today. I’d love it if you could take a minute to share your background—because I know some people might look at you today and think, “This guy’s a rockstar.” But I know you’ve stayed grounded. Can you share a little about where you came from and how you ended up in this space of education and helping business owners?

Yeah, again, thank you. That’s very kind of you to have me on today—I appreciate that.

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From Ditch Digger to Nine-Figure Leader

So yeah, I grew up like any kid. I probably had five or six jobs between the time I was 12 and 15 years old. Paper routes, bowling alleys—that kind of stuff. And I learned early that trading labor for something I wanted was a powerful formula.

Like, I’d want a new aluminum baseball bat. So I’d work 20 hours at two bucks an hour, and there it was. Simple.

At 15, I wanted my first full-time summer job. My high school shared a fence with an industrial park, and there was a hole in that fence. We used to sneak through on our way to the carry-out store after school.

One day I rolled in and said, “Hey, what do you guys do here?” Lots of hustle, guys running around, dump trucks, tow motors, backhoes. They said, “We dig ditches.” I said, “I’m totally qualified.”

I started digging ditches in the summer and working in the office after school in the winter. Did that for three or four years.

When it came time to decide on college, they came to me and said, “We’re opening franchises across the country. Do you want in?” Because I knew both the front and back end of the business, I traveled the Midwest—Columbus, Cincinnati, Chicago, Pennsylvania—launching franchises.

But living out of a suitcase wasn’t for me. So I came to Toledo, Ohio, opened my own company, started with six people, and now we have 200.

It’s been a hell of a ride.

Well, it’s interesting because a lot of people can relate to the grind and the desire to build something bigger. They get into business for a reason—but then it gets overwhelming and feels like more than a job. But somewhere along the way, you pivoted. You became a communicator, an author. Let’s talk about your book—Blue Collar Cash. What made you want to write and publish it? What drove that shift into helping people outside of your company?

I never woke up and said, “I’m going to be an author.” That just never happened.

But over 38 years, I’ve hired over 2,000 people. And when you do that, you learn what makes people tick. I was solving people’s first car problems, driver’s licenses, first apartments, first credit cards.

You become an involuntary life coach, whether you want to or not. I didn’t go to college for that. I have no formal training. But I knew what worked for me. So I used that formula and applied it to the people in my office—and it worked.

The book started when my daughter was 12. She was diagnosed with cancer. She’s fine now—but her mom and I went through a scary five years.

During that time, I started writing her letters—what to chase in life, what’s important, what to anticipate. I backed those up with stories of friends of mine who were blue collar entrepreneurs that had overcome incredible odds.

Soon, I had 80,000 words. My wife said, “You’ve got a book.”

So we found an editor. Then an agent. Then HarperCollins. The book exploded.

I never intended it. But I kept it simple—plug-and-play strategies to grow a company, build a team, and align people’s goals with your organization.

If your employees can say, “I can get what I want through this company,” you’ll create incredible loyalty and momentum.

That’s where the secret sauce is: track and align personal goals with company goals—and watch the synergy carry your business farther than you ever could alone.

That’s huge. And I want to pause and double down on what you just said—the power of aligning vision and culture. But before we go there, I want to point something out for the listeners.

I’ve worked with authors for 30 years, and the best books aren’t the ones written in theory. They’re written from lived experience. And that’s what makes you such a great guide—you’ve walked the path.

You also mentioned before we started recording that you have a few different types of readers. And I think our audience might relate. Could you share who your book is really for—and who’s been resonating with it?

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Who the Book Is Really For

So when you're coaching people, you want them to see what’s possible for themselves.

You want them to understand how they can control their inputs, their output, the quality of their day, their schedule, their financial goals, and their overall vision for life.

The first group of readers was easy—they were the same people I was coaching inside my company. But then it expanded.

The second type of reader surprised me. These were people who had “made it.” They were in mid-career, maybe 15 stories up in a cubicle, selling medical supplies or something they hated. And they wanted to reinvent themselves.

Then there was a third group I never expected: companies. Businesses started buying the book and using it in their internal book clubs. Why? Because they realized they couldn’t do everything themselves. They needed team members who would take ownership—intrapreneurs, people who ran their departments with the drive and mindset of an owner.

That shift let owners step back and focus on strategy—what I call getting into the helicopter and flying at 10,000 feet, looking miles ahead. You start running your company by vision instead of mechanics. That’s when the business starts working for you instead of the other way around.

Yeah, it’s a real catch-22. Most entrepreneurs launch a business to live life on their own terms. But before they know it, they’re trapped inside the very system they created. They lose sight of their vision because they’re buried in operations.

And I love that you brought this up, because it reinforces something we always say on the podcast: “It’s never too late to create the life you were meant to live.” Whether that’s reinventing your business, your leadership style, or even just stepping back to reclarify your identity.

That’s why I want to pivot the conversation slightly. I know you talk a lot about vision. But when someone’s trying to build loyalty in their team, where do you tell them to start? What’s the first step in building a culture where people actually care?

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Building Loyalty with Vision

You might want to mark this part of the recording and play it back. There’s a statement I use in front of all 200 of my employees that sets the tone:

“I can't get what I want for myself, nor can my company get what it wants or needs—until all of you get what you want first.”

That’s because companies are linear creatures. On the left side, you bring in people, supplies, or raw materials. In the middle, something is created—software, products, services—and then it’s sold, delivered, and paid for. Profit comes at the end.

Well guess what? As the owner, you’re always at the end of that line.

So if you want to win, everyone in front of you has to win first.

Why wouldn’t you want to walk through your company and see:

• She’s getting a new car.
  
  
• He’s putting a deck on his house.
  
  
• She’s saving for a 401(k).
  
  
• He’s planning his first family vacation.
  
  

If you know what people are chasing—and you help them get there—they’ll drive your business forward like never before. When your team is full of people anticipating real goals, you get momentum that’s unstoppable.

That’s incredible. And I think what really strikes me is your willingness to say that out loud—to declare that your team’s success comes first. That creates trust. And when that trust is real, it becomes a two-way commitment.

Most organizations never take that step. Either they don’t identify the personal goals of their team, or they never formalize them. What do you think is the biggest thing holding leaders back from building that kind of culture?

The first thing they need to do is drop the ego.

You can’t go home on Friday and say, “I fixed this, I motivated that, I carried the whole company.” That attitude will bury you in stress—and it’ll block your growth.

You don’t want to be the person with high blood pressure who can’t remember their kid’s name but says, “At least I made a pile of money.”

You also have to stop thinking that building culture is hard. It’s not.

If you’ve got a big company, just assign someone as the Chief Cool Officer. Their job is to make sure the environment is awesome, people’s goals are being shared and tracked, and there’s a constant stream of anticipation and energy.

We’ve got a big black glass board in our office—eight feet long. On it, at any given time, are 50 to 100 personal goals from our team. Things like:

“I’m going to Scotland in 2026 to play golf. It’ll cost $4,000. I’m saving $40/week.”

Payroll knows about it. It’s deducted. They’ve signed and dated the goal. Everyone knows what each other is chasing—and that fuels collective energy.

We even have a second board with all the goals that have already been achieved. It’s covered in pictures, stories, and wins.

It’s like a vision board on steroids—but public, tracked, and alive. And once you make goals public, the whole company gets behind each other.

That’s a huge takeaway. The public accountability alone adds a layer of motivation. But it also turns a private desire into a community initiative. “Let me help you get yours. You help me get mine.” That creates real team culture.

And you said something earlier I want to circle back to. You mentioned the balance between culture and accountability. Some leaders think those two things are in conflict. How do you help them see that a strong culture can actually drive performance?

If you think culture means massage rooms, fruit baskets, or “trust falls,” you’re missing the point. Those things are fine, but what I’m talking about is creating goal-crushing, high-performance machines out of your people.

Here’s the analogy I always use: Imagine I dumped a 1,000-piece puzzle on your desk. What’s the first thing you’d ask for?

“Where’s the box cover?”

You need to know what you're building. Without it, you’re lost.

That’s how most people live their lives. They’re showing up to work every day without a vision for what they’re trying to build. So we flipped that. We give everyone a box cover. A clear picture of what they’re working toward.

We replaced vague goals and dreams with something we call a timed pathway. It’s a vision with a deadline, a dollar amount, a weekly plan. It’s public. It’s tracked.

And once it’s in motion, it creates natural accountability and momentum. Not because we’re micromanaging. Because people start seeing themselves as goal achievers.

So yeah—when you install that kind of culture, KPIs become easier. Sales go up. Productivity rises. But more importantly, your team becomes personally invested. And when they win, your business wins with them.

That’s the shift most organizations need. Stop thinking culture and accountability are separate—start using culture to create performance. And I love how you’ve operationalized it. You’ve built a system. It’s not dependent on one person or a charismatic leader.

That’s powerful—and scalable.

Exactly. And it’s collaborative too. Because once everyone knows what each other is chasing, you get this “let me help you win” vibe across departments.

It becomes a natural, organic system of support, encouragement, and ownership.

And why wouldn’t you want that? Why wouldn’t you want to hire the whole person—not just their 8-hour work shift? I want to know what someone is chasing in their life. What their third eight hours are for. That’s how you build meaningful workplaces.

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Trusting the Process, Trusting the Team

Now let’s talk about the internal game. One of the biggest reasons leaders don’t delegate or empower others is because they don’t trust the team—or themselves. They do everything themselves because it feels safer. How do you help them overcome that and become people-builders instead of bottlenecks?

You start small. You don’t have to overhaul everything on day one.

One of our first goals was this woman who had borrowed $2,500 from her dad to buy a used car. She felt terrible that she’d never paid him back.

I said, “Can you afford $48 a week?” She said yes.

“Then you’ll have him paid off in a year.”

Her eyes lit up like I’d invented penicillin. That one small goal turned into a second car, then a home, then kids, then college savings.

You build trust in your people by showing them how to win. When people gain confidence in themselves, they start believing in the company too.

They see your company as the vehicle that helps them achieve their goals. That’s when everything changes. That’s when the team starts asking, “How are we gonna crush it today?”

It’s not about the company paying them. It’s about the company empowering them.

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The Power of Giving Back

I want to touch on something I know you’re passionate about—giving back. You talk about time, talent, and treasure. Tell us what that looks like in your company and why it matters.

Giving back is huge. And yes, you’ve probably heard this before: time, talent, and treasure.

It’s easy to write a check and say, “We support XYZ.” But I think real giving involves showing up.

We’ll send teams to cook at the Ronald McDonald House—making lasagna and salad and meatballs. No one knows who we are. That’s fine. What matters is we gave our time, talent, and resources.

We make hundreds of peanut butter and jelly sandwiches. We serve together. And we make it fun.

Yes, there’s a karmic effect. Good things happen when you give. But more importantly, your team realizes that their company cares. That they’re part of something bigger. That they matter.

That’s how you build not just a workforce—but a community.

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The Path to a Successful Life

One thing I love about your work is how you’ve moved from just building a business to helping people build a life. I think that’s what most of us really want. We don’t just want to work and retire—we want to live with intention.

Exactly. And here’s what I always say:

“Stop living an ‘if-then’ life.”

You know the one—“If I go to college, if I get a job, if I work hard, then I’ll get to live my life.”

Wrong.

We reverse it. We start with the “then.” What do you want your life to look like? What does success really mean for you?

Then we build a path to get there. A timed pathway. A step-by-step plan that helps people live now—not someday.

Life isn’t a destination. It’s a trail. A journey. You want to win along the way—not wait for the final chapter to enjoy it.

That’s powerful. Because when you start acting like the future version of yourself—when you operate with intention—everything changes. You make different choices. You show up differently. And that path opens up in front of you.

Exactly. That’s the whole idea.

If you help your team envision that future and give them a system to chase it, they’ll transform. And when they transform, your company transforms with them.

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Where to Go Next

If someone wants to connect with you, dive deeper, or bring your system into their company—what’s the best way to do that?

Go to kenrusk.com. You’ll find everything there—the book, the course, my consulting and speaking.

And when I speak, I don’t just do keynotes. I do immersive workshops. We work with people in real time, helping them implement. I want to leave an impact—not just a quote.

That’s awesome. We’ll link that in the show notes. For those listening—this is the kind of message you need to share. There’s someone you know who’s overwhelmed, stuck, or trying to do it all alone. Let them know it’s not too late. It’s never too late to start creating the life—and the business—you were meant to build.

This has been The Daily Mastermind. Share this episode. Follow us on Instagram, Facebook, and YouTube. Let us know what you're working on and how we can help. We’ll talk to you again tomorrow. Have a great day.

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About George Wright III:

George Wright is a Proven, Successful Entrepreneur- and he knows how to inspire entrepreneurs, companies, and individuals to achieve Massive Results. With more than 20 years of Executive Management experience and 25 years of Direct Marketing and Sales experience, George is responsible for starting and building several successful multimillion-dollar companies. He started at a very young age to network and build his experience and knowledge of what it takes to become a driven and well-known entrepreneur. George built a multi-million-dollar seminar business, promoting some of the biggest stars and brands in the world. He has accelerated the success and cash flow in each of his ventures through his network of resources and results driven strategies. George is now dedicated to teaching and sharing his Prosperity Principles and Strategies to every Driven and Passionate Entrepreneur he meets. His mission is to Empower Entrepreneurs Globally to create Massive Change and LIVE their Ultimate Destiny.

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About Ken Rusk:

Ken Rusk is a best-selling author, entrepreneur, and blue-collar advocate showing that there’s no degree required for comfort, peace, and freedom.

Ken Rusk specializes in mentoring and has coached hundreds of young people in areas such as short-, mid-, and long-term goal setting, life visualization, career paths, and sound financial planning. He is passionate about helping people achieve their dreams regardless of their educational background or past.

Guest Resources:

Website:https://www.kenrusk.com/

Facebook: https://www.facebook.com/KenRuskOfficial

Instagram: https://www.instagram.com/kenruskofficial/

X/Twitter: https://mobile.twitter.com/KenRuskOfficial

LinkedIn: https://www.linkedin.com/in/ken-rusk-2656a7175/

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