Author spotlight: Rinaldo Brutoco

Rinaldo S. Brutoco is the Founding President and CEO of the Santa Barbara-based World Business Academy and a co-founder of JUST Capital. He’s a serial entrepreneur, executive, author, radio host, and futurist who’s published on the role of business in relation to pressing moral, environmental, and social concerns for over 35 years.

So Many Words, So Little Action! It’s time for Corporate America to step up its game
By Rinaldo Brutoco   |   July 22, 2021

As almost everyone in the U.S. is now aware, Georgia’s Republican legislators passed legislation to: a) actively suppress voter turnout, making it significantly harder for minorities to vote by adding new vote-by-mail identification requirements, limiting drop boxes, and an assortment of other measures designed to resuscitate “Jim Crow” voting in the state; and, b) provide […]

What’s With Toyota??? Corporate Responsibility is Not Optional
By Rinaldo Brutoco   |   July 15, 2021

The “Sedition Caucus” is defined as those members of the House of Representatives who, after the January 6 insurrection was brought to a halt, voted to stop counting Electoral College votes in the hopes of overturning the 2020 presidential election. Counting these Electoral Ballots is the final legal act prior to initiating the “Peaceful Transfer […]

Twelve-Story Building Collapses! Cloudy With a Chance of Chaos
By Rinaldo Brutoco   |   July 8, 2021

What on earth is going on in Miami? A 40-year-old, 12-story building named the Champlain Towers South (the “Towers”) collapsed into a heap of rubble without any advance warning, a mile from Miami Beach in Surfside, Florida. At this writing, there are at least 11 fatalities, many injuries, and more than 150 people still missing. […]

“Forgive them Father, For They Know Not…” A Goodbye to Patriarchy
By Rinaldo Brutoco   |   July 1, 2021

This column is being written on Father’s Day — as the humorist Jim Gaffigan observed, “the government mandated day of paternal gratitude.” By now, everything conventional that needs to be written already has been. What motivates this column is to look behind the conventional nostrums of the day to the more basic, the more archetypal, […]

100 Years Old and Useless! What Once Was Good Has Become Anachronistically Bad
By Rinaldo Brutoco   |   June 24, 2021

We all were able to witness a television treat last week when we saw three centenarians (folks over 100) appear on camera to share the horror of their childhoods as they witnessed, in person, the Tulsa Race Riots which President Biden more correctly labeled a “massacre.” Those brave individuals who shared their stories spoke to […]

Bon Voyage! Cruise Ships are Lined Up and Ready to Sail…
By Rinaldo Brutoco   |   June 17, 2021

Cruise ships are lined up and ready to sail… maybe. Yes, last week the Center for Disease Control and Prevention (CDC) issued new guidance that permits cruise ships to sail from U.S. ports provided that at least 95% of guests and 98% of crew have been vaccinated. This drops the requirement for test voyages without […]

40,000,000 People Fled: Choosing to Heal the Biosphere
By Rinaldo Brutoco   |   June 10, 2021

Last year 40,000,000 human beings were uprooted from their homes and became international refugees. You read that correctly. Forty million people. The vast majority of these people flooding other countries out of a desperate attempt to improve their lives to the point of achieving subsistence living were climate refugees. People driven from their ancestral lands […]

Thank You Joey-Boy! A Victory for Quiet Diplomacy
By Rinaldo Brutoco   |   June 3, 2021

This column is sort of an “apology” to President Joe Biden. I became a bit critical of President Biden last Wednesday, June 19 as the shelling in the Middle East continued unabated. I spoke to Congressman Salud Carbajal to express my frustration that Biden, who had been doing fairly well in my view up until […]

‘It’s the Economy, Stupid!’: ‘Happy Days Are Here Again’
By Rinaldo Brutoco   |   May 27, 2021

James Carville famously coined this phrase in 1992 as candidate Bill Clinton campaigned for president. He hung it (together with two other “targeting” phrases) in the Clinton “War Room” where that campaign was planned and executed. It turned out that the recession of 1992 was just the boost that Clinton needed to unseat then-President George […]

Let’s Have Another Party! Many voices make better democracies
By Rinaldo Brutoco   |   May 20, 2021

Yeah! Sounds like a great way to celebrate California achieving the status two weeks ago of the state with the lowest background infection rate of all 50 (still true as of this writing). How about a party to celebrate how much fun it is to meet friends and neighbors on Coast Village Road and State […]

Hydrogen: The Simple Solution Unpacking the Color Codes for Our Future Fuel
By Rinaldo Brutoco   |   May 13, 2021

Brown Hydrogen, Grey Hydrogen, Blue Hydrogen, Green Hydrogen. Who knew hydrogen, the most abundant element in the universe (76 percent of all molecules in the universe are hydrogen), came in so many colors! Actually, it doesn’t. Those color references relate to how hydrogen (“H2”) is made. If the source of electricity for electrolyzing H2 from […]

Earth Day: Backwards and Forwards Looking at the ebbs and flows of environmental wins
By Rinaldo Brutoco   |   May 6, 2021

Wow! Hard to believe we’ve celebrated 51 Earth Days and the environmental battles we are fighting are worse than ever. Looking back, we delight in the history of Earth Day, in part catalyzed by the Santa Barbara oil spill of 1969. Earth Day was officially launched in 1970 by Senator Gaylord Nelson and Congressman Pete […]

What is JUST Capital? And… Why Should You Care???
By Rinaldo Brutoco   |   April 29, 2021

Deepak Chopra has the precocious habit of asking the most prescient questions. On one occasion 12 years ago he asked what it would take to cause “Wall Street,” and/or large businesses generally, to cease being forces of social destruction and instead become positive forces for societal change? We had a conversation about how we could […]

The New Business Paradigm: An Emerging Consciousness Shift
By Rinaldo Brutoco   |   April 22, 2021

In 1991, the late Jeremy Tarcher, a renowned publisher and dear friend, invited me to spend a day discussing the World Business Academy’s sense of the emerging business principles with his “Tech Group” in Los Angeles. At the end of the day, Jeremy took me aside and said, “That’s a book you just dictated. Would […]

Passover & Easter: Rebirth, Renewal, Release A multi religious time for transformation
By Rinaldo Brutoco   |   April 15, 2021

Deepak Chopra, my dear friend for more than 25 years, and a Fellow of the World Business Academy for all that time, is a very wise man with an eclectic view of religions. While a Hindu himself, like Aldous Huxley in his watershed book The Perennial Wisdom, Deepak has spent his adult life looking at […]

Electric Cars: Look What’s Coming Cars Without Fossil Fuels or Batteries!
By Rinaldo Brutoco   |   April 8, 2021

Tesla led the world in electric vehicle (“EV”) sales during 2020 with a total of 499,511 (pure electric vehicles) followed by Volkswagen at 424,729 (if you count plug-in electrics) sold. The three closest competitors after that, all legacy car manufacturers, were in the low 200,000 to 250,000 range of units sold. In the U.S., the […]

Vladimir Putin’s Big Mistake
By Rinaldo Brutoco   |   April 1, 2021

How did Vladimir Putin fail? January 6, 2021 must have been the biggest surprise and disappointment of his entire life. He worked diligently in 2016 to sew dissension amongst Americans to undermine our democratic institutions. He used all his skills, his deceit, and his incredibly powerful “asymmetric warfare” apparatus in the FSB (formerly the KGB), […]

Have Vaccine Passport, Will…
By Rinaldo Brutoco   |   March 25, 2021

At the very least, travelling will be lot easier and safer with your “soon to be issued” vaccine passport. Crystal Cruises has already announced it will not accommodate any future passengers who cannot provide proof of vaccination at the time of departure. And, even then you also have to provide a current negative COVID-19 test […]

Let My People Go: Part III
By Rinaldo Brutoco   |   March 18, 2021

Joe Scarborough was a conservative US Congressman until 2001. He represented Florida’s 1st Congressional District, which Scarborough affectionately refers to as “The Red Neck Riviera.” He also occasionally calls it “LA” for “lower Alabama” as the extremely conservative District is in Florida’s Panhandle just below Alabama. He currently hosts an extremely popular daily cable news […]

Let My People Go – Part II
By Rinaldo Brutoco   |   March 11, 2021

The February 18 edition of this column carried an impassioned plea for the two political parties, which together represent less than 50 percent of the voters, to let our people go! To let us pass into real democracy from the shared monopoly in U.S. politics that the Democrats and Republicans jointly control to their advantage, […]

Gridlock: Freedom from Unreliable, Dangerous Wires
By Rinaldo Brutoco   |   March 4, 2021

Angelenos think of “gridlock” as that which happens on the Interstate 405 every day, as well as on many other freeways around town. In this week’s column, we’re focusing on how the electrical grid in California helps start wildfires. (Governor Newsom says he sees this going on for more than a decade as the state […]

Let My People Go! It’s Time to Retire Two-Party Politics
By Rinaldo Brutoco   |   February 25, 2021

The Old Testament Book of Exodus describes how Moses and Aaron went in to see Pharaoh and, speaking on behalf of the Jewish God of Israel, instructed Pharaoh to release the Jewish people from bondage where they lacked the ability to influence their own futures. They were born as slaves, held as slaves, and would […]

Happy Relationship Day! A Time to Reflect on Our Precious Connections
By Rinaldo Brutoco   |   February 18, 2021

Ah yes… Valentine’s Day is here. Commercially, it’s a very successful day because merchants have historically used this “hearts and flowers” day to sell lots of sugary red hearts and flowers. And, having grown up as a Catholic, I’ve always experienced a certain sadness from learning how St. Valentine was beheaded for sending a note […]

Escaping Minority Rule: Voter Suppression Every Citizen’s Vote Deserves to be Counted
By Rinaldo Brutoco   |   February 11, 2021

What does “voter suppression” even mean? What does it look like in real life? How bad is it? How much worse can it get? How can we ever enjoy a true democracy when citizens who are people of color, students, or ex-felons are not allowed to vote at all? In 2018, then Georgia Secretary of […]

Escaping Minority Rule: The Filibuster Challenging the Tyranny of One
By Rinaldo Brutoco   |   February 4, 2021

What kind of a word is “filibuster,” how did we get stuck with it, and what the heck does it mean? Those of us old enough to remember seeing the 1939 classic Mr. Smith Goes to Washington, starring the legendary Jimmy Stewart, grew up with a badly distorted view of what the filibuster actually is […]

Escaping Minority Rule: Ending Gerrymandering Gaining Control Over Self-Perpetuating Politicians
By Rinaldo Brutoco   |   January 28, 2021

One hundred and thirty-nine members of the U.S. House of Representatives voted, after the insurrection (which sacked the Capitol building and took five lives), to support the mob’s demands to overturn the results of the recent presidential election. An election found, after sixty meritless legal challenges, to have been a free and fair exercise in […]

Escape from Minority Rule: Insurrection
By Rinaldo Brutoco   |   January 21, 2021

Senator Mitt Romney succinctly summarized the events of last Wednesday in one sentence: “What happened here today was an insurrection incited by the President of the United States.” Former President George W. Bush also used “insurrection” to describe the attack on the U.S. Capitol, felt by many to be “the center and sacred symbol of […]

Escaping Minority Rule: The United States Senate
By Rinaldo Brutoco   |   January 14, 2021

Do we, as the people of the United States of America, want to be a democracy? This is the fundamental question behind the several articles being grouped under the title “Escaping Minority Rule.” Historically we know the founders wanted to create minority rule and they went to great lengths to ensure that some people (primarily […]

‘Peace on Earth, Good Will to Man’
By Rinaldo Brutoco   |   December 31, 2020

The phrase above originates from the King James Version of the Gospel of Luke, and although gender specific, was meant to refer to all humankind. Hence, a better way to trumpet this phrase is “Peace on Earth Good Will to All.” This week is the most appropriate time of the year to pause and recall […]

Escaping Minority Rule: The Electoral College
By Rinaldo Brutoco   |   December 24, 2020

What do people, especially the news media, mean by “Minority Rule”? Let’s be clear that it doesn’t mean “minority government,” a term used to describe how a national political party (e.g., United Kingdom, France, Israel, etc.) can govern without an absolute majority vote. A minority government in a multi-party system is allowed to form coalitions […]

A Time to Choose
By Rinaldo Brutoco   |   December 17, 2020

This COVID dominated period our global human society is going through gives me a partial sense of what it must have been like during one of the six great prior plagues humanity has endured and survived. The “good news” is that we have the opportunity to choose to put this terrible human tragedy behind us. […]

A Shocking Decision
By Rinaldo Brutoco   |   December 10, 2020

A truly astounding event occurred this past week. It was both unanticipated and shocking at the same time. It was totally “out of left field,” and yet I believe it is an unfortunate harbinger of things to come. What was this incredible decision? It was the Supreme Court’s decision to strike down New York’s restrictions […]

Gratitude and Hope
By Rinaldo Brutoco   |   December 3, 2020

The cover of the November 14 issue of The Economist is a picture of a curving tunnel with bright light at the end emanating from a hypodermic syringe. The words below the image state simply “Suddenly, hope.” It is a powerful image with a dramatic headline. You can’t miss the message: recently released data on […]

A Spaceship Named ‘Resilience’
By Rinaldo Brutoco   |   November 26, 2020

The crew capsule aboard the Falcon 9 SpaceX rocket that NASA successfully blasted into space last weekend achieved an amazing milestone. This incredible event was the remarkable result of the public-private sector partnership between NASA and SpaceX that sent astronauts directly from the U.S. to the International Space Station for the first time in nine […]

Business Leadership and the Paris Accords
By Rinaldo Brutoco   |   November 19, 2020

November 4 was an incredibly important day. Not just because a Joe Biden election victory was so uncertain and the tension in the air was thick enough to cut with a knife, but also because it was the day the USA formally ended its participation in the Paris Climate Accords. This marked the end of […]

Pack the Court?
By Rinaldo Brutoco   |   November 12, 2020

What does it mean to “pack the court”? Despite popular misconceptions, the first “court packing” occurred in 1801 when Federalist John Adams stayed up all night signing dozens of judicial appointments in order to pack the entire Federal judiciary so that his successor, Thomas Jefferson, couldn’t appoint any. Many significant “court packing” incidents occurred from […]

Fixing Wall Street: Debt vs. Dividends
By Rinaldo Brutoco   |   November 5, 2020

We frequently hear on public media that “the stock market does not reflect the ‘real’ economy.” That is absolutely correct. The question we should ask ourselves is why doesn’t Wall Street reflect the real economy? Why is Wall Street today at all-time highs when we are now in the worst recession since the Great Depression, […]

Are We Becoming a Gerontocracy?
By Rinaldo Brutoco   |   October 29, 2020

Think about it. In 2017, Donald Trump was inaugurated at the age of 70, making him the oldest person to assume the presidency. He is running this year against Joe Biden, who will be 78 if inaugurated in 2021, while Trump will be 74. In a campaign where there are massive differences between “the Donald” […]

Fireproofing California
By Rinaldo Brutoco   |   October 21, 2020

As of today, 2 times more acres burned in California this year than last. That isn’t an evolutionary deterioration of our public lands – it is a catastrophic, geometric increase in forest destruction that will continue to get worse on an accelerating curve indefinitely into the future. We have three choices on how to react […]

Is the Post Office Going Broke?
By Rinaldo Brutoco   |   October 13, 2020

Exploring the glue that holds our nation together – Part 3 For years, politicians have been accusing the Post Office of being a profligate appendix to the U.S. Federal budget that will continuously require financial support to stay in business. Nothing could be further from the truth. My suspicion is that the real objection to […]