When Commercial Integrator created the #AVLivingLegends series earlier this year, we sought to identify and celebrate excellence. After all, the commercial AV industry has only reached the heights it has because of the exceptional women and men who have raised our collective game. This week, we mark our 28th inductee into this exclusive club: Jeffrey Wolf. Wolf was, of course, foundational in building Herman ProAV, the organization of which he was co-CEO from 1989 to 2020. Following Resideo’s acquisition of Herman ProAV in February 2020 and the business’ union with ADI Global Distribution, Wolf took on the role of general manager. He served in that role until earlier this year.
In the paragraphs that follow, Wolf reflects on his good fortune to have had such incredible success in our industry. Moreover, he pays tribute to those who guided his steps and supported him along the way. He also reflects on some of his fondest memories, including a yacht ride around Miami during a partner-appreciation event. Finally, he shares words of wisdom that he’s taken to heart and that have helped him grow not only as a businessperson but also as a human being.
We hope you enjoy this conversation with Jeffrey Wolf.
And if you’d like to read even more coverage relating to our #AVLivingLegends, check out our hub page, which includes direct links to every living legend!
Commercial Integrator: What motivated you to join the commercial AV industry? What has kept you motivated and engaged in the decades that followed?
Jeffrey Wolf: I was motivated by a technology shift in my prior business that was clearly telling me to pivot to a new industry or else. The consumer electronics business was changing rapidly, and, fortunately, at the time, we already had a concurrent business-development strategy to diversify our distribution business in the broadcast industry. We had little knowledge of the pro AV space until I was enlightened by my VP of business development, who came to me with an entire plan to scrap the broadcast plan and develop a pro AV distribution strategy.
I always had a passion for technology, and, more specifically, I was a huge audiovisual fan. I loved going to the electronics stores, listening to the best speakers and researching the best cartridge for my turntable. (Some may not know what that is!) We used to do a lot of business with Disney, and I was always so intrigued and mesmerized with the magic they were able to create with AV technology. That was at the foundation of what kept me engaged. But, even more so, it was the people and the many special relationships I built along the way. I have been so fortunate to be a part of the pro AV community for almost 25 years.
Commercial Integrator: Reflect on your role as both a mentee early in your career and as a mentor later in your career. Who helped shape the trajectory of your professional life, and how have you tried to help shape others’ careers?
Jeffrey Wolf: I am not able to point to a specific person who was my mentor early on. Yet, I was fortunate in my career to have been mentored by coaches, entrepreneurs and colleagues. And, to this day, I continue to take advantage of these invaluable resources. One specific entrepreneurial colleague was solely responsible for identifying a new business opportunity that we ultimately built, and it became a tremendous value-added resource to our industry. Because I was surrounded by amazing mentors for so many years, that process made me quickly realize that I, too, needed to become a mentor and give back for all that I had received.
To that end, I am involved in several organizations where I can help shape the careers and lives of entrepreneurs. It is one of the most fulfilling and rewarding things that I do.
Commercial Integrator: What’s the most memorable story/anecdote of your career in commercial AV?
Jeffrey Wolf: I am fortunate to have so many incredible memories from throughout my career — from lifelong friendships that have been forged and countless memorable experiences at industry events to some of the most impactful deals I was fortunate to be a part of. Yet, I think the most memorable one was at one of our last annual Sales & Partner Summits in Miami, where we had all our top supplier partners, as well as our entire sales and leadership team, in attendance.
One evening, we rented a yacht for our partner-appreciation event and cruised all around Miami for hours. What was most memorable about that evening was watching my team and our partners truly having an amazing time and realizing that the culture we had worked so hard to build was on full display in every way. I probably received more compliments that one evening from our partners than we had ever received. It was a magical evening in every way, and it’s one I will always cherish.
Commercial Integrator: What has been your greatest professional accomplishment to date? What has been your biggest professional regret to date?
Jeffrey Wolf: I think my greatest accomplishment was creating an organization that was highly respected in our industry, loved by our employees, and highly valued by our customers and suppliers. Building relationships and partnerships became the foundational success of our business.
As far as my biggest regret, I really do not have any regrets. Undoubtedly, there were bumps and hurdles along the way that, looking back, perhaps I would have managed differently. But I view them as learning experiences and the necessary path to growth and success in accomplishing our organizational goals.
Commercial Integrator: What’s the best advice or pearl of wisdom you either received during your career or came to realize on your own?
Jeffrey Wolf: There are a few key pieces of advice that I received early on, and these became a beacon that guided me along my journey. Lead with optimism, integrity and thoughtfulness. It’s all about relationships. And don’t be in the business of playing it safe; be in the business of creating possibilities for greatness to make a difference.
Would you like to nominate a peer or colleague — or perhaps yourself! — to be featured in this #AVLivingLegends series, just like Jeffrey Wolf was? If so, just email Dan Ferrisi, editor-in-chief of Commercial Integrator, at [email protected].
