Cast in Crisis
How Tough Times Shaped My
Approach to Business and Life
2009 almost broke me.
The 2008-09 financial crisis slammed my company, Cast-Fab. In November 2008, we lost 25% of our business overnight. (And 60% within the next six months.) I had 340 employees and not enough business to justify them all. As CEO, I knew I had to make tough decisions to keep the company afloat. At home, I was bearing the emotional hardship of being newly single with two young boys. The weight of responsibility was crushing, but I knew I could either disappear into an alcohol oblivion (joking), or figure out how to become a better leader and lead our employees and families through this.
I grew up in Cincinnati, Ohio, the son of Jim Bushman. Dad came from humble beginnings – worked his way to partner for Arthur Andersen, and later founder and CEO of Cast-Fab – was a giant in the local business community. He was also my hero, setting a high bar with his intelligence and work ethic. A vivid memory from a Little League game of all things, after I let a fly ball drop in front of me, “Son, you’ve got to bend your back! Dive for the ball. You’ve gotta work,” Dad said. I never forgot those words or the cadence with which he spoke.
Our family wasn’t well-off at first, but we were stable. Mom and Dad were married for 52 years, creating a loving home where the values of hard work, integrity, and community service were paramount.
I worked for Cast-Fab during my college summers, then worked two years in a managerial position for a masonry company, followed by a year getting an MBA. At 25, I joined Cast-Fab, in the sales and marketing group, the most problematic area back then.
When I became CEO, at 36, I had to find my own path distinct from my father’s. I introduced initiatives like “Cast-Fab University,” “Pop with the President,” and “town-halls” with the employees. I learned the importance of treating each employee as an individual, the value of honest communication and I focused on performance improvement through clear, data-driven conversations.
These skills were put to the ultimate test during the 2008-09 crisis. As I stood in my office that cold November day that we lost 25% of our business overnight, I realized I had to draw on everything I’d learned.
2009 was a bit of a blur. I made difficult decisions to reduce our workforce, but with empathy and fairness. I did the cuts proactively, not too late. I’m proud 180 people got to keep their jobs and we broke even that year.
The situation at home was equally challenging. I made sure to be present for my boys, including coaching their teams to make certain I could spend additional time with them. I learned to compartmentalize, focusing fully on work when at the office and on my kids when at home. I had to live, work-life balance.
By 2010, Cast-Fab was growing again. However, in a few years, new challenges emerged. Environmental regulations were going to require massive investments with no guarantee of returns.
It was then that I made the toughest decision of my career - to sell Cast-Fab.
This wasn’t just a business decision; it was deeply personal. This was the company my father had built, where I had spent most of my career, and it was a family business. My brother and I negotiated a deal that balanced the interests of our employees, customers, and the family, and allowed us to eventually unlock the value of our 28-acre property.
As we finalized the sale, I faced another crisis. My father, who had been suffering from Alzheimers, took a turn for the worse. I found myself negotiating final contract details from his hospice bedside. Just four months after his passing, my mother was diagnosed with a rare form of lung cancer and passed away shortly after.
The confluence of professional and personal challenges was overwhelming, but it also proved to be transformative. I learned the true meaning of resilience and the importance of maintaining perspective. I realized that while business success is important, family and personal well-being should never be sacrificed.
After the exit, I recognized that the skills I’d developed – crisis management, strategic thinking, empathetic leadership – could be valuable to other business owners facing challenges.
Today, through my new company, B Long Ventures, I work with family-owned and privately held businesses, helping them navigate growth, transitions, and challenges. At home, I am married to the love of my life and we enjoy raising our three kids.
Looking back at that difficult day in my Cast-Fab office, I realize it helped cast my current path. Every challenge since then has reinforced my belief in the importance of grit, long-term thinking, ethical leadership, and the power of resilience. These are the principles that guide me as I help other business owners write their own success stories.
ROSS BUSHMAN
Ross steered a family business (and a family) through ups and downs, trials and tribulations, and finally a successful exit. Managing through difficult environments— think sparks flying and molten iron flowing- while enhancing culture and helping people define their vision. He has experience in a successful transition between generations.
As an advisor, he’s a strong implementer of programs and change. While not afraid to “touch the third rail” of what needs to be done, he can break down barriers and simplify the process into manageable pieces. Able to conduct high-level negotiations in rooms with Fortune 100’s like GE and Siemens, he is also comfortable talking with entry level workers or high-level financial discussions in the boardroom.
While demanding team cohesiveness, people would refer to him as a friend and confidant- even in the heat of the struggle. He is a master at team management and truly gets people in general. It’s because of all these skills that Ross knows how to create and scale up efficient businesses that bring you to your desired future.
CORE values
Family
My kids and wife come first. My actions show it.
Character
Stay humble and do what’s right. Even when it's hard, or when no one is looking.
Growth
Growth & comfort can’t co-exist. There is no finish line. Every time I’ve relaxed or thought I’ve made it, I’ve been smacked in the face.
Try & …. Try Again
Don’t ring the bell to quit, surround yourself with people who won’t let you.
Play for the
front of the Jersey.
Cliché, but it's how I think & operate. I’m always on the lookout for what’s best for the team as a whole.
Urgency
Making a difference, blow it up if needed. Life is happening now. I am at my best when I’m engaged.
Work Hard, Hard Work, Play Hard
I believe in doing hard things. I also believe work life balance matters. Being engaged in life outside of work is important.
