Spotlight on Success
Featured Interview
Rory Lent
“Spotlight on Success” is an interview series created by David Levine of I Am Your Virtual Professional. Its purpose is to amplify the voices of today’s business leaders. Each interview provides actionable insights that readers can implement immediately. No fluff, just practical wisdom that enables individuals to move forward with clarity and confidence.
Rory Lent
| Company | Continental Packaging, Inc. |
|---|---|
| Role | President |
| LinkedIn Profile | https://www.linkedin.com/in/rorylent/ |
| Company Website | www.continentalpkg.com |
Experienced Leader with a demonstrated history of working in the packaging and containers industry. Strong business development professional skilled in Negotiation, Business Planning, Operations Management, Sales, and Customer Relationship Management (CRM).
Who Should You Nominate?
- Leaders doing meaningful work
- People with insights others can learn from
- Voices worth elevating
Interview Questions
1. What’s one strategy your business used recently that created meaningful growth?
We’ve focused more on market share instead of margin. We feel its more important to keep a customer’s business versus increasing our margin.
2. How has AI or technology changed the way you operate or serve clients?
We added AI technology called WAM™: a compact, plug-and-play robotic device that mounts onto existing forklifts and uses onboard computer vision + AI to manage our inventory at all times. WAM eliminates the need to manually scan, validate, or audit warehouse inventory, while doubling picking and put away speeds.
3. What’s one thing you stopped doing that actually helped your business grow?
If you want to be a great leader, you must be willing to confront the hard truths, even when circumstances are hard or sacrifices must be made. When I stopped accepting excuses and mediocrity, I ended up taking full responsibility for making change work. We are growing, but we’re still a work in progress!
4. What’s a customer insight you discovered that changed the way you do business?
Every setback is a setup for a comeback. Failure is a part of success when you learn from your mistakes and keep moving forward.
5. If a business had to improve ONE area to grow faster in the next 90 days, what should it be?
Never waste a good crisis by turning challenges into opportunities.
6. What’s one thing you do consistently that keeps your pipeline healthy?
We meet quarterly with our teams to keep a finger on the pulse, gather information and share the same message back that portrays a definite purpose, like blinders on a horse.
7. What’s a decision you made in the last year that had a bigger impact than you expected, and what led you to make it?:
After 36 years of leadership, 36 years of results, 36 years of impact, you occasionally start to think you know it all. You don’t! Over the past decade, our mindset around business has undergone a radical shift. What once worked, no longer cuts it- We’ve had to evolve- sharply. Today we run our business with clarity, urgency and more discipline. That starts with one principle: timely & accurate financial visibility
8. What’s one process you streamlined that made a noticeable difference in efficiency or results?
Improving operational discipline & strategic execution by implementing the WAM Technology into our warehouse operations that increases timeliness, reduces errors & eliminates double work, all while saving costs
9. What book, podcast, or resource has influenced your thinking or business decisions lately and why?
Lightbulb moments can sometimes spark your strategy and change your perspectives. For me, it’s all about Gratitude: The ultimate magnet for happiness & fulfillment. I have been actively practicing Gratitude for over 10 years and have personally witnessed the mind shifts and attraction of much better things.
Who Should You Nominate?
- Leaders doing meaningful work
- People with insights others can learn from
- Voices worth elevating
I am Your Virtual Professional's
3 Key Takeaways
# 1
Customer retention can be a stronger growth strategy than chasing higher margins.
Rather than focusing solely on profitability per transaction, Rory emphasized protecting and growing customer relationships. By prioritizing market share and keeping customers engaged, his company has built a foundation for sustained growth and long-term business stability.
# 2
Technology delivers the greatest value when it strengthens operations.
The implementation of AI-powered warehouse technology helped automate inventory management, increase accuracy, reduce manual processes, and improve speed. The lesson for any business is that technology should solve operational bottlenecks, create visibility, and free teams to focus on higher-value work.
# 3
Leadership requires accountability, clarity, and the willingness to evolve.
Rory credits growth to confronting difficult realities, rejecting excuses, and creating stronger financial visibility across the business. Combined with regular team communication and a culture that views setbacks as opportunities to learn, this mindset has helped drive better execution and organizational alignment.
Who Should You Nominate?
- Leaders doing meaningful work
- People with insights others can learn from
- Voices worth elevating
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