Lance Ruttenberg, president and chief executive of American Textile Company, talks humility, empathy, perseverance and prioritizing the best interests of the business.
LANCE RUTTENBERG | President and Chief Executive, American Textile Company, Duquesne, PA
Generation of family ownership: Third.
Number of employees: 1,300.
Years with the company: 35.
First job at this company: When I was a kid, my dad would often take my dog and me to work with him on Saturdays. My job was to follow the security guard around the building while he checked whatever he was supposed to. I got to pretend I was doing something. Then, Dad might have me open the mail or something, and afterward we would go to breakfast.
Most memorable thing I learned from my father: He was a huge believer in being at the office, and would go there six days a week. He always used to say, “90% of success is showing up.” It’s not overly profound, but it has stayed with me.
Some of our greatest successes: Pittsburgh experienced two renaissances in the 70’s and 80’s, transitioning from steel all the way to technology. We copied that theme in referring to several of our successes. One was focusing on both protective and utility bedding instead of being all things to all people. At one point we were selling casket liners and ironing board covers, for example. Regarding protective bedding, we developed our own brand for allergy sufferers, AllerEase, which is now the No. 1 seller in its category, available at major retailers including Walmart, Target and Amazon. Another success was strategically entering the pillow business in the early 2000s following the missteps of a few competitors, and growing that business so that we are also the No. 1 seller of bed pillows in the U.S.
Best advice I ever got: Get in the arena. Teddy Roosevelt said, in a 1910 speech, “Man in the Arena,” “It is not the critic who counts; not the man who points out how the strong man stumbles, or where the doer of deeds could have done better. The credit belongs to the man who is actually in the arena, whose face is marred by dust and sweat and blood, who strives valiantly, who errs and comes up short again and again…”
Quote from our company’s mission statement: “100 years of better sleep.” We turned 100 last year so we changed our rallying cry.
Artwork on my office wall: I’m a huge collector of memorabilia from my career, including framed pictures and writings on my office walls, such as Tom Watson Sr’s obituary photo and the text associated with it. Watson founded IBM, and his son, Tom Watson Jr. succeeded him and wrote a book called “Father, Son & Co.” It’s about what it’s like to be the son of a successful businessman and how he tried to fill his father’s shoes. It inspired me, so when his father passed away, I reminded myself that this can be done.
One of my greatest personal business accomplishments: I would’ve answered this question differently prior to the pandemic. There have been lots of wonderful moments since then, but having to navigate the entire COVID-19 experience and what that has felt like has been life-altering. Getting through it has been one of my greatest business accomplishments.
My advice for other family business leaders is… to focus on the business needs, not the family needs. That doesn’t mean that there aren’t family businesses which have been successful focusing on the family, we just don’t take that approach We are well aware that if our business is successful, there is a benefit to the family. but we believe that leading with what the family needs is a mistake.
On a day off I… enjoy outside activities. In winter, I play a lot of paddle tennis, and in summer, l play golf. I also run in half marathons and local races that aren’t quite marathon length, but are enough of a challenge that they force you to stay in shape.
Philanthropic causes our family supports: We’re involved in helping the Pittsburgh Promise, a nonprofit that promotes education for urban youth and sponsors scholarships, and the UPMC Children’s Hospital of Pittsburg Foundation. I’m on the board there. In addition, my father had cancer, and we support the Hillman Cancer Institute and Dallas Children’s Hospital and Medical Center. We also love giving away bedding to churches and other not-for-profits, and we support a school in El Salvador.
Words I live by:Humility, perseverance and empathy are key ingredients of a life well-lived.