New Perspective: From Chaos to Culture

Interview with
New Perspective and Nicole West

In this conversation:

• We talk about how burnout led Rusty to start his business and why the first 10 years felt more like a job than a business.

• We discuss the turning point that helped him create a clear vision and bring his team together around it.

• Rusty shares how the GRACE values shape hiring, accountability, and company culture.

• We talk about how becoming fully remote actually brought the team closer together.

• We explore why intentional culture, recognition, and serving others matter beyond the numbers.

• Rusty also shares practical advice for business owners who want to move from simply surviving to building a business with purpose and direction.