Powering What Matters Most: Homes. Communities. Peace of Mind.
- 6 days ago
- 2 min read
By Jesse Rack
We are in the energy business, supplying solutions for our customers. My father founded RACK Electric, Energy & A/C in 1994. When he began dealing with some health issues, I knew it was my turn to step up. He did everything he could for me growing up, and I wanted to return that support and provide for my family in the process.
It was the best decision I ever made. I loved working with him and knew I wanted to build something lasting. Before long, I started mapping out a plan to grow the RACK brand.
As CEO, I’m constantly meeting and evaluating our operations, business development, and strategic growth. We are often faced with decisions that affect our employees, and in turn, their families.
That’s why I take this role seriously. The responsibility is bigger than the bottom line. It’s about creating stability, opportunity, and an environment where our team can grow professionally and personally.
RACK is proudly family-owned without the backing of private equity or outside investors. Every decision is made in-house allowing us to grow our team with a unified purpose and stay committed to long-term impact.
The quiet decisions are choosing discipline over comfort. I don’t like comfort; I thrive being uncomfortable. It’s in the uncomfortable where we explore new ideas and challenge the way things have been done. I like to continuously reengineer things and ask the questions. Where can this process be improved? How can we better serve our customers? Are we adapting to the changes in the industry?
When faced with opportunities and difficult decisions, you should always choose long-term branding over short-term ego. The choices you make either build your reputation or erode it. Short-term ego is about winning the moment, proving a point, or protecting your pride. Long-term branding is about who you are, what you stand for, and how people will remember you.
Ego asks, “How do I look right now?”
Brand asks, “What legacy am I building?”
With this mindset, you are making decisions rooted in vision rather than emotion.
That perspective keeps me grounded. It keeps me focused on making smart, sustainable, long-term choices rather than quick fixes. Because leadership is not about being right in the moment, it’s about doing right for the future.
Customer experience is at the heart of everything we do. I truly value our team and the role everyone plays. In many ways, I run the company like a football team, we all succeed when everyone does their part.
I am passionate about cultivating talent and building high-functioning teams. I approach leadership with a coaching mindset focused on mentorship, accountability, helping our technicians and future leaders reach their full potential.
That commitment to thoughtful, intentional leadership is something I’m very proud of and being able to build upon the foundation that was set by my father. The people we’ve grown, and the work we deliver in the field every day.
Connect With Jesse
@jesse_rack
@rackelectric
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