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Executive Profile , Jeff Goodrich

“Readiness,” a military term describing how ready for mission a product is, has been a meaningful word in Jeff Goodrich’s career.

He’s the chief executive officer of Intelligent Automation Corp., which develops monitoring systems that increase products’ readiness by 5 percent.

“We work a lot with helicopters and other aviation devices, providing systems that monitor the health of the aircraft,” said Goodrich.

As a young engineer in the ’80s, Good & #173;rich worked for Scientific Atlanta’s government products division. With U.S. Army product development experience under his belt, Goodrich had the tools that he needed to write the IAC business plan in 2000, opening his own company that year.

“Thanks to the Small Business Innovative Research Fund and our five founders, we received all the funding necessary to open, virtually without the use of venture capital,” said Goodrich.

Pleased with professional success, maintaining balance in his life, Goodrich says, is most important.

“People are in balance when they can maintain work, stress, personal life and physical fitness , I’m trying!” Goodrich said.

IAC manufactures in San Diego and has 60 employees locally.


Name: Jeff Goodrich.

Company: Intelligent Automation Corp.

Title: CEO.

Education: Bachelor of Science, UC Davis; Master of Science, San Diego State University.

Birthplace: Flint, Mich.

Age: 48.

Current residence: San Diego.

Family: Married with two children.


Essential business philosophy: Honesty and integrity matter.

Best way to keep a competitive edge: If you love what you do and exceed your customers’ expectations, success will be yours.

Guiding principles: Listen to develop an understanding of a problem or opportunity.

Yardstick of success: Being No. 1 in your market segment.

Goals yet to be achieved: I’d like to see our aviation and water safety products widely adopted by federal and state governments.


Best business decision: Starting Intelligent Automation Corp. with my co-founders.

Worst business decision: Sticking it out too long with previous employers. Some things don’t get better with time.

Toughest business decision: Leaving the safety and security of a Fortune 1000 company to start IAC.

Biggest missed opportunity: Missing out on a large stock option liquidity event with a former employer.

Mentor: Father-in-law who provided a sounding board and sage advice as we were starting IAC.

Word that describes you: Creative.


What you like best about your job: The ability to create new products that provide value and solve real problems.

What you like least about your job: Paperwork.

Pet peeves: People being political at the expense of what is right.

Most important lesson learned: Trust, but verify.

Person most interested in meeting: Steve Jobs of Apple Computer Inc. and The Walt Disney Co.

Three greatest passions: Creating new products, experiencing the world, and fitness.

First choice for a new career: Patent attorney.


Favorite quote: “It’s all about the idea.”

Most influential book: “First, Break All the Rules,” by Marcus Buckingham and Donald O. Clifton.

Favorite status symbol: Fit mind and body.

Favorite restaurant: Yanni’s, in Poway.

Favorite place for business meetings: IAC corporate headquarters.

Favorite vacation spot: London.

Favorite way to spend time: Hiking/walking in interesting locations, such as the mountains and beach.


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