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Speaking with Michael Rustom is an exercise in broad, multi-track thinking. “There is wisdom to be derived from a great many fields of study that can be applied to my work,” he muses. “History, philosophy—even theology contains a wealth of insights that help guide me through my professional life.”
The longtime corporate sales executive-turned-private business and technology consultant takes me on a rainy-day walk through the Toronto neighbourhood in which his business, Michael Rustom Inc., is situated. “When I was in university, I took a bunch of history and religion classes. They captured my attention immediately. In many ways, they opened up my mind, causing me to find connections between seemingly disparate issues and concepts,” he says. “After I left school and entered the working world, my hunger for learning never subsided. I still read famous works of literature, history books, and religious texts to find inspiration in resolving business challenges.”
As we stroll through the bustling, rain-soaked streets, Michael explains how his eclectic academic interests helped to shape his consulting practice. “One of the biggest lessons from philosophy is the idea of critical thinking,” he begins. “It’s about not just accepting things at face value but questioning and understanding the deeper reasons behind them. In consulting, this translates into digging into the root causes of a problem rather than just addressing its symptoms. For example, in a recent project, we were dealing with a company’s declining sales. Instead of immediately suggesting a new marketing strategy, I looked at the company’s core values and mission. It turned out that their internal culture had shifted significantly away from what they originally stood for. Fixing that problem made a huge difference in their sales performance.”
He continues, pointing out a nearby café where he used to sit and sip espresso while he planning the early stages of his consulting firm. “I read a lot of history in that big, green chair by the window. What I’ve learned is that history reveals certain patterns. I find that the challenges facing companies tend to echo historical events. When a client faces a crisis, I often draw parallels—at least in my own mind—to things that happened in the past. Doing that gives me a fresh perspective on the situation. Once, when a client of mine faced some steep challenges with integrating new technology into their existing systems, I thought about how the Industrial Revolution forced the introduction of what was then considered newfangled machinery into traditionally artisanal industries. Studying how businesses back then adapted to such a sea change in their processes, and how the ultimately successful ones embraced mechanical innovation, informed my strategy for guiding my client through a tough transition.”
Michael Rustom’s unique worldview also features elements of religious thought. “Religious teachings often emphasize values like patience, integrity, and compassion,” he explains. “These aren’t just ethical guidelines but practical tools that can be applied to every area of life, including business. I remember one time I had a project where a client was struggling with team dynamics. By referring to the principles spelled out in the world’s religions about leadership and empathy, we were able to develop practical strategies that helped build trust and collaboration within the team.”
As we pass a local bookstore in the drizzle, Michael stops to point out a display of classic literature. “Literature, too, is a treasure trove of human experience and wisdom,” he says. “The stories and characters living within the classics offer tremendous insight into human nature and behavior. For example, Shakespeare’s plays explore themes of ambition, power, and morality. Understanding these themes helps me to better grasp some of my clients’ motivations, as well as the dynamics within their organizations. But, of course, not every company is an analogy for Elsinore Castle—some are more akin to a gala dinner party thrown by Jay Gatsby,” he grins, adding, “And some are much more like Scrooge & Marley than they would like to admit.”
As we circle around to head back to his office, the rain subsides and the sun peeks out. “It’s about looking beyond the obvious and finding deeper connections,” he says. “By using philosophy, history, and theology as core influences, I can approach problems from multiple angles and conceive solutions that cut to the heart of the issue.”
As we finish our walk, it’s clear that Michael Rustom’s multidisciplinary approach serves him well in running his consulting firm, a fact that is reflected by his rapidly growing client roster and increased notoriety. His ability to spin ideas from such diverse fields of study into workable business solutions is a refreshing testament to the practical value of a well-rounded perspective—especially in the money-focused and results-oriented corporate domain.
