James S. Branciforte

President and CEO, Lifetime Assistance, Inc.

Years in current role: 32

What’s the most important lesson you’ve learned in your career?

An early life lesson from my mom — “always take the high road” — has endured throughout my career, and is especially compelling today.

Who have been the biggest mentors in your career?

Impossible to name only one or a few. I am very fortunate to work alongside many outstanding people who have demonstrated remarkable vision, strength, confidence, and courage. Of special note are the many wonderful people with developmental disabilities who invariably face tremendous life challenges and inauspicious odds, and who teach me invaluable lessons about determination, persistence and tenacity, and true life graces of authenticity, dignity and joy. Some indispensable, homespun family guidance: “Chin Up, Hold your Head High.” And its fanciful cousin: “Illegitimi non carborundum.”

What do you do to unplug in your free time?

Spend time with my high school sweetheart, wife of 42 years, and best friend, Theresa. We are presently restoring a 19^th-century farm and home. Our family and grandchildren are a constant joy in our lives, with laughter, picnics, special foods/drinks, campfires, overnights. I enjoy fishing and am looking forward to the return of “live” minor-league baseball.

This profile is part of Rochester Business Journal's Power 100 list for 2021. Information used in this profile was sourced from the honoree. View the full list at rbj.net.