What Do You Do When The Barn Falls Down?
If you follow me on social media, you know that my family and I recently bought a 130-acre farm. And one of the first projects we took on was restoring an incredible barn that was built in the 1800s. We were excited to bring it back to its former glory.
Then my phone rang.
It was the contractor overseeing the restoration. Before he even finished his first sentence, I could hear it in his voice. He was bracing for impact.
A section of the barn had collapsed. A gust of wind had come through, lifting the roof just enough to snap the original support beams—beams that had held since the late 1800s. More than a century of standing, gone in a single gust.
He told me no one was hurt. The contractor’s insurance would cover the repairs. And then he went quiet. Waiting.
I’m pretty sure he was expecting me to lose it.
Instead, I told him two things. First, I’m glad no one got hurt. Second, what’s the point of being upset? It doesn’t change what happened. It doesn’t fix the beams. It doesn’t make the barn stand back up. It just adds stress to a situation that already has enough. Let’s take it one step at a time and figure it out.
He seemed almost surprised. Like that wasn’t the script he had prepared for.
But I’ve learned, after years of building a business from nothing, that crisis is not the exception; it’s the operating condition. Fight or flight isn’t something that happens to you occasionally; it’s the environment you live in when you’re building something. The question is never whether something will go wrong. The question is what kind of leader you’re going to be when it does.
And the people around you are watching, every time. The contractor on that call, my team in a difficult meeting, my family when something falls apart—they are reading the room before you say a single word. Your energy sets the temperature. If you panic, they panic. If you spiral, they spiral. If you get calm and get to work, they follow.
Anyone who leads people through hard things learns quickly that the ability to remain calm is a survival mechanism, and it doesn’t come naturally. You have to build it like a muscle. I built it the hard way. After countless crises, I finally realized getting upset was just expensive, and there was ROI. It cost me time, energy and (worst of all) credibility I couldn’t afford to spend. So, I stopped. Not because I stopped caring, but because I cared too much about the outcome to let my emotions run the room.
Here’s the part I don’t sugar coat: Most of the time, when I look calm and certain, I’m also making it up as I go. I don’t always know the answer. I don’t always have the plan fully formed. But I know that projecting steady and moving forward is almost always better than projecting panic and standing still. People don’t need you to have all the answers. They need to believe that answers exist and that you’re the kind of person who will find them.
The barn will get fixed. The beams will be replaced—probably with something stronger than what a hundred years of weather and time had already tested. And we’ll be better for having dealt with it.
That’s usually how it goes.
The next time something collapses on you—and something will—ask yourself one question before you react: Is what I’m about to do going to help fix this or just help me feel something?
If it’s the latter, take a breath. Then get to work.
Joe Altieri is the Inventor and CEO of FlexScreen. His product – the world’s first and only flexible window screen - was featured on ABC’s hit show, Shark Tank, where he hooked a deal with the proclaimed “Queen of QVC,” Lori Greiner. joealtieri@flexscreen.com
BY JOE ALTIERI
A third-generation entrepreneur, Joe Altieri, is the inventor, founder, and former CEO of FlexScreen.
During his 20+ years in the window industry, Joe recognized the inherent problems with old-style aluminum window screens and personally dealt with constant customer frustration. Always an outside-the-box thinker, he knew there had to be a better way, so he set up shop in his garage and got to work. After years of trial and error, FlexScreen, the world's first and only flexible window screen, was born.
As the first "new" idea in an old industry, FlexScreen quickly gained international attention and earned multiple awards. Most notably, FlexScreen was catapulted to the forefront when Joe appeared on ABC's hit show, Shark Tank™, in January 2020. Three of the five Sharks battled for a piece of FlexScreen with Lori Greiner, the Queen of QVC, ultimately winning the deal. Since that first appearance, Joe has appeared on Shark Tank twice more in update segments highlighting the meteoric rise of FlexScreen in the window industry, with Lori Greiner stating, "I actually think that FlexScreen may wind up to be one of the best and most successful products in Shark Tank history."
In February 2025, FlexScreen was acquired by RiteScreen - the largest independent manufacturer of window screens in America. What started as an idea in Joe's garage has become a true American Dream success story.
Joe is a firm believer in giving back and is generous with his resources and time. He has been honored and recognized as one of Pittsburgh's Volunteers of the Year. He lives in Pittsburgh with his wife, Alisha. They have four children, seven grandchildren, and one very pampered Cane Corso.
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