Pete Ruggiero, CEO of Crayola: Leading with Perpetual Optimism
Pete Ruggiero, President and Chief Executive Officer of Crayola, joined Jamie Flinchbaugh on the People Solve Problems podcast to share insights about leadership, culture, and the transformation of an iconic brand. With over 27 years at Crayola, Pete has helped evolve the company from a seasonal back-to-school business focused on crayons, markers, and pencils to a year-round enterprise centered on products, content, and experiences.
Pete emphasized the importance of perpetual optimism in leadership, citing Colin Powell's observation that "perpetual optimism is a force multiplier." He explained how this mindset has been crucial in driving Crayola's growth and diversification strategy. The company now aims to inspire creative moments globally, recognizing that 97% of the world's children live outside North America, representing a significant opportunity for expansion.
The conversation highlighted Pete's approach to building a strong culture through five key elements: bias for action, collaboration, celebration of successes, perpetual optimism, and celebrating problems. He shared how making problems visible and addressing them openly has transformed the company's ability to improve continuously. This shift from hiding issues to celebrating their discovery has become a cornerstone of Crayola's culture.
Pete discussed the evolution of Crayola's business model, including the launch of their "stay creative" campaign, which addresses the fact that while 90% of parents and teachers believe creativity is important, many struggle to incorporate it into children's daily lives. He also touched on the success of the Crayola Experience locations and the company's expansion into media through Crayola Studios.
The discussion revealed Pete's personal leadership journey, from his beginnings as a CPA at Deloitte to his current role as CEO. He shared valuable advice for aspiring leaders, emphasizing the importance of saying yes to opportunities and being willing to learn continuously. Pete recalled how his transition from finance to operations taught him the value of connecting with employees on the factory floor and implementing their ideas, some of which had been waiting decades to be heard.
He also highlighted Crayola's commitment to community service, noting that employees contributed 14,000 hours of volunteerism and $1.5 million to United Way in the previous year. This dedication to community impact aligns with the broader mission of Crayola's parent company, Hallmark, to improve the communities where they operate.
To learn more about Pete Ruggiero and Crayola, visit www.crayola.com or connect with him on LinkedIn at https://www.linkedin.com/in/pete-ruggiero-9435a51a1/.
