Jeff Rusinow

About JEFF

I'm a recently retired angel investor (with my remaining startup investments now playing out) and former big box retail exec, avid birder and active lister, grandfather, author of the only book on the history of Kohl’s Department Stores, lifelong student of business models, collector of neat stuff, and a seeker of fun experiences.  As I head more toward my version of retirement, I am devoting very little time as an influencer, blogger and online commenter/poster.  There is way too much outstanding content out there for me to try to make headway into that torrent of information; there's only so much time in a day, and I want to devote a nice chunk of it enjoying this incredible golden age of series, movies, podcasts and the written word.   I've always loved the journey of planning, then enjoying fun experiences with my family and friends, and going forward now trying to make it an even bigger part of my plans.  I also have had a lot of fun collecting older, finely detailed things made by incredibly talented artisans. I’ve always been attracted to the romance of antiquity and have enjoyed the thrill of the hunt for that elusive item, although of late it’s become more about culling the herd, and focusing on what you love vs. what you really like.

I'm really into birding.  It's the source of my spiritual connectedness. For me, when I go birding it's like going to church, which is great, because I don't have people between me and my maker. I live on 16 acres on Lake Michigan north of Milwaukee, and I spend a lot of my time now on the property.  Keeping a life list plays to my competitive side.  I'm world ranked (#40) for having so far identified 848 species of birds in the ABA Area (the United States, including Hawaii, and Canada). You can read more about my passion for birds here. I also really like (but not addicted to) golf, and have tried to play the Top 50 U.S. public golf courses (I’ve now played 47 of the 50).

After spending 22 years in retail management, I left corporate mainstream in 2000 and founded Milwaukee's first angel network.  Over the next 22 years I invested in dozens of early stage companies, after reviewing thousands and thousands of business plans and conducting what I thought was good due diligence.  I have been very fortunate to have so much experiential variety being involved in so many startups from a wide variety of industries and businesses.   In November, 2015, I was inducted into the Wisconsin Investors Hall of Fame, and in August, 2012, was the recipient of the George Dalton Inspirational Entrepreneur Award.  I've been on the board of directors of a number of private and public companies, as well as non-profits. I've always derived immense satisfaction helping to build something from nothing.  And when there's a 'win', it's exhilarating. I mean, it’s hard to beat the rush of working with really smart people, as part of a team and on a mission to succeed, and then accomplish the agreed upon goal. It’s immensely satisfying. I’m one lucky boy to have some wins like that over the years.  Conversely, when a startup fails, as most of them do, it's no fun. More to the point, it sucks.  People who know me will confirm that I don't like to lose! I now look back and recall all the times the mantra ‘fake it ‘til you make it’ was a way too common part of the early startup lexicon. Projecting optimism is one thing, but I now find far too many startups pitching their wares in the same neighborhood as say former Theranos CEO Elizabeth Holmes.. I now just shake my head. Yes, it's a little crazy making that I've been so into startups for so many years, and probably helps explain why I’ve retired from making new investments.  But to be clear, I still have a few dogs in the hunt. More recently, since early 2020, I have leaned in as Chairman and lead investor of a digital heath startup, MediCardia (www.medicardiahealth.com). I am also Chairman of SpayVac (www.spayvac.com), which is developing single dose wildlife fertility control vaccines.

To put it simply, a big part of my journey, as it has been for so many years but even more so today, is about actively  surrounding my little world -- literally, my space, inside whatever four walls I reside in at the moment as well as outside when I am in the open air -- with the good and the beautiful and the genuine and the intellectually honest, as best I can, and distancing myself from, you know, the craziness. Shields up, Scotty! At least that's part of the plan, and a cornerstone of one of my fundamental truths.  This usually means spending a lot of time around birds.

I have been startled at just how hard it is to be heard in today's world. I’ll be honest, I wasn’t expecting this.  There is so much noise and distraction, so much content overload, with ever-shrinking attention spans. So much for much value being put on experience and wisdom, those days now seem long gone. This website helps me to maintain my voice. You have access to my writings, my personal thoughts, selected photos, my book, all kinds of stuff.  I get genuine satisfaction having a repository of an important chunk of my world available for people to see and explore.

Hope you find some nuggets if you so choose to mine.

Contact Jeff.

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