Transformational Leaders are not content with maintaining the status quo; they’re visionaries who challenge existing norms and strive to empower the ones around them. These leaders stand out for their ability to inspire change, foster innovation, and lead by example.
Bruce Yacko, Founder and CEO of JAWS International, exemplifies the essence of transformational leadership.
With a lifelong commitment to thoughtful change and environmental sustainability, Bruce has not only impacted the cleaning industry but has also set a new standard for what it means to lead with purpose and integrity.
Under his leadership, JAWS International has become a pioneer in providing concentrated, safer cleaning solutions that significantly reduce plastic waste and carbon emissions. For him and his team, the guiding principle narrows down to a simple yet effective statement – “Stop Shipping Water. It’s the Right Thing to Do.”
Moreover, Bruce’s leadership extends beyond his business achievements. He is a mentor, a community leader, and a family man who values work-life balance and personal growth. His approach to leadership is not about wielding power but about empowering others, challenging them to think creatively, and fostering a culture of collaboration and respect.
The Early Inspiration
Deeply influenced by the stories and experiences of his grandfather – Moss, Bruce’s entrepreneurial spirit was ignited from a very young age. He fondly recalls, “Growing up, I loved listening to my grandfather tell stories about his life.”
According to him, Moss was not just a storyteller but a living example of entrepreneurship, having started his own tree surgery business at the age of 14. Armed with basic tools and a strong work ethic, he and his team braved the heights of Aspen trees in Colorado, turning their labor into a livelihood.
“As a kid, I rode my bike to my grandfather’s house early on Saturday mornings to go to work with him. Not only did I earn allowance money, but I also learned about the rewards of running your own business, hard work, and other life lessons.” This early exposure to entrepreneurship left an indelible mark on young Bruce, planting the seeds of ambition and a desire to carve his own path.
From Inspiration to Innovation
As Bruce grew, so did his entrepreneurial ventures. From a humble job stocking shelves at Publix, he ventured into self-employment as a tennis instructor, quickly realizing the rewards of working for oneself. He notes, “I earned much more money as a self-employed tennis instructor and enjoyed much more working for myself.” His passion for tennis not only provided financial independence but also introduced him to a network of successful corporate leaders who became his mentors. Their wisdom and guidance further fueled his aspirations, setting the stage for his future endeavors.
The pivotal moment in Bruce’s journey came when he joined Canberra Corporation in 1978. As a young leader, he faced resistance from the previous owner, who was content with the status quo.
Undeterred, Bruce advocated for innovation and expansion, proposing the introduction of new products and an expanded R&D team. He recounts, “I wanted to expand our R&D Team and broaden our product line by offering highly innovative formulas to the marketplace. He was vehemently opposed.”
His persistence paid off when he successfully acquired the company from the previous owner, transforming it from a provider of three domestic products to a global powerhouse offering over 600 different formulas. One of these products, born from Bruce’s vision, is now used by over 84% of hotels worldwide.
Revolutionizing Cleaning with JAWS
Under the umbrella of Canberra Corporation, Bruce Yacko founded JAWS International Ltd. in 2002, with a mission to transform the cleaning industry. He embarked on a journey to develop highly concentrated cleaning products for both commercial clients and consumers, utilizing patented cartridge technologies. His vision was clear: to encourage consumers to rethink the way they clean with JAWS.
At the heart of JAWS International Ltd. lies a commitment to providing safer, highly concentrated cleaning solutions packaged in compact, child-resistant cartridges. Bruce explains, “We developed JAWS, Just Add Water System, a patented cleaning system designed to reduce the environmental impact of packaging used in conventional spray cleaners.” The system not only conserves resources but also addresses the pressing issue of plastic pollution. “With the Pacific Ocean Garbage patch growing to the geographic size of Texas, we felt compelled to offer an innovative product line to help address this global catastrophe,” he states.
The JAWS System includes a durable, reusable bottle and commercial-grade sprayer, designed to eliminate the waste and pollution from single-use plastic bottles. The cartridges themselves are a marvel of efficiency, containing super concentrated cleaner in a compact form. “One truckload of JAWS Cartridges is equivalent to 30 truckloads of Ready-To-Use (RTU) bottles,” Bruce highlights the system’s environmental and logistical advantages.
Recognizing the importance of empirical evidence, Bruce and his team commissioned an extensive Environmental Impact Study by Dr. Selke at Michigan State University. The results were astounding, further incentivizing investment in formula development, and the expansion of production facilities.
Beyond environmental considerations, JAWS International Ltd. has invested in the EPA’s Safer Choice Certification Program, ensuring that JAWS formulas are safer for people, pets, and the environment without sacrificing performance. “Every ingredient has been evaluated by EPA scientists,” he notes.
As the leader and chief visionary for JAWS, Bruce remains dedicated to creating sustainable, economically friendly cleaning products, changing the way the world cleans on both commercial and consumer levels.
Environmental Impact of JAWS
According to Bruce, JAWS Just Add Water System offers many environmental impacts, including:
- Each JAWS refill Saves approximately 83% of plastic versus traditional spray bottles. Every time someone refills their bottle with water and uses a JAWS refill, they use less plastic and save another bottle from going to a landfill.
- JAWS refill pods are compact and lightweight – only .05 oz. This saves on postage and freight costs and results in less trucks on the road.
- JAWS refill cartridges are child resistant. The concentrate won’t release until the refill is inserted into the neck of the bottle and the sprayer is twisted on. There is no worry about coming into direct contact with the concentrate.
- Consumers have water at home. Why ship full bottles of mostly water when consumers and businesses can easily add the water at home or on site?
- The JAWS bottle and refill are pre-measured for precise dilution. There is no measuring, no pouring, and no spilling and reduces the chance for product waste.
Driving Change
As the Owner and CEO of JAWS International Ltd., Bruce Yacko plays a pivotal role in steering the company towards its global mission. He eloquently states, “My job is to remain focused and committed to keeping the excitement alive, inspire employees to continue to execute on our Global Mission, and to provide the funding necessary to ‘Change the Way People Clean & Make a Better World a Better Place.'” Under his leadership, the company has flourished, driven by a team of talented, engaged, and capable employees.
Bruce’s tenure at Canberra Corporation spans over 45 years, during which he has seen the company grow from a budding enterprise to a global leader in the cleaning industry. Yet, he humbly remarks, “I believe we have just planted a bulb in the ground and will in the years ahead, with God’s continued grace, grow a beautiful flower.” This metaphor encapsulates his vision for the organization’s future growth and his enduring commitment to its success.
Central to Bruce’s leadership philosophy is the concept of collective mindshare. He explains, “A good idea becomes a great idea and an even better execution when we work together to challenge each other through collective mindshare.” By fostering a culture of openness and encouragement, he ensures that every employee feels comfortable sharing their ideas, thereby unlocking the full potential of the team’s collective intellect.
Furthermore, achieving a work-life balance is a priority for Bruce, who cherishes time spent with his wife, family, and grandchildren. He notes, “Our kids have joined our business and hold important, impactful roles.”
Despite his many interests, including church, tennis, squash, golf, fishing, travel, and spending time with family, Bruce ensures that he takes the time to enjoy them all. He quips, “If I get hit by a bus tomorrow, throw a party because I have lived an amazing life, filled with love, friendships, and fulfillment from running a business filled with exceptional people who I enjoy and respect.”
Expanding Reach
As JAWS International looks to the future, the company is poised for continued growth and innovation under Bruce Yacko. The primary goal is to expand the reach of JAWS products to consumers globally, with a focus on building trust among e-commerce customers and subscribers while simultaneously establishing a solid base of brick-and-mortar retailers worldwide.
Bruce emphasizes the company’s commitment to product innovation, stating, “We have a roadmap of new formulas we plan to introduce that will meet safer choice certification requirements and innovative new delivery systems.”
In addition to product innovation, the company plans to increase its manufacturing capacity, which currently exceeds 60 million cartridges per year. With over 160 million cartridges sold to commercial customers and consumers to date, JAWS International is just beginning to tap into its potential.
The research and development (R&D) pipeline at JAWS International are bustling with activity, promising to deliver innovative programs that will benefit both the company and its customers well into the future. Bruce’s vision for the company is clear: “We are committed to expanding our reach to consumers globally who we hope will love Jaws as much as we do.”
For more information about JAWS International and its mission to change the way the world cleans, Bruce invites interested parties to visit the company’s website. He expresses a heartfelt appreciation for the company’s consumer and professional customer relationships, urging others to join the “Stop Shipping Water, It’s the Right Thing to Do” movement.
With JAWS concentrates being “Simply and Safely Delivered,” the future of cleaning looks brighter and more sustainable than ever.
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