Joe Nuccio

Current Status

President and CEO, ASG Security

Keys to Success

“The key has been always remaining positive and objective while working with some very talented mentors and co-workers. Like I tell my co-workers and children, it takes much more energy to be negative or aggravated. Take everything as a challenge to learn and better yourself in every situation. Use the positive energy to think clearly. Winners always find a way to win. The biggest challenge of my career was leaving the U.S. to start a company in Australia/New Zealand, and then coming back to the States four years later and having to start at the bottom, all over again. It has also been my most humbling and rewarding experience.”

Most Memorable Moment

“When I was with Ameritech, my last job was in logistics, so I called Ron Rothman to negotiate pricing for all the Ademco products we used. At that time, he was the V.P. of national accounts. That particular day, he was feeling very ill when he came in. Even though he was sick, I really worked him over for many long hours on this master price negotiation. The day eventually concluded as I ended up just writing the prices I wanted on the board and told him if he wanted to go home to recover, this is where he had to be. From that day forward, Ron and I became very close friends and to this day we still both laugh about it. Needless to say, he gave me the pricing I wanted. “

How Things Have Changed

“During the early days in the industry, it was so much fun working with Jim Covert. He was a brilliant marketer and had an iron-fist drive for excellence. However, his personality was really a very generous and humble one. We became very good friends throughout the years. Security was much more of a cottage industry then, whereas today it is much more complex with bigger players developing better technology faster. But the old days of providing superior customer service is still the same rule for success today. That is something that did not change.”

Industry and Community Involvement

“I believe you have to give back to your industry, so I really enjoy being on the Board of CSAA [Central Station Alarm Association], various ESA [Electronic Security Association] committees and panels, as well as speaking at conferences to help my peers grow and develop. Charity is also very big for me both personally and professionally. I felt it was important from Day 1 at ASG to stress the importance of giving back to the communities we serve. We put programs in place to encourage and sponsor charities throughout the areas served by our branch offices. I instituted a paid time off program for our employees to allow them to participate in organized charitable events during business hours. I am proud we have a SAMMY Award for Community Service.”

What the Future Holds

“There have been profound changes the past two years, with the method of alarm transmission changing so rapidly and the introduction of plug-and-play interactive and managed services being so affordable and easy to use. I think this will finally allow our industry to increase market penetration, especially in the residential sector. The consequences of failing to act in these areas will be that you will be left behind and eventually extinct like the dinosaurs. I think it is going to be very positive for our industry and this last recession has proved that our industry is extremely resilient. I am looking forward to next chapter in our sector.”

Why He’s on the List

  • Gifted practitioner and eager teacher who has spent 28 years building security companies, and freely sharing business know-how with peers for benefit of all
  • Teamed with maverick Jim Covert to share success at various executive levels from 1984-2001 with API Security, Securitylink from Ameritech and Australia’s Signature Security Group
  • Upon return to U.S., served as Protection One’s central region V.P., managing 16 operating companies and 20 states
  • In 2003, named president and CEO of ASG Security, which he has built into one of the industry’s premier operations
  • Demonstrated expertise in capital markets by raising $240 million in debt in the U.S., and $130 million in Australia
  • Negotiated more than 185 career acquisitions, including 60 with ASG Security
  • Frequent presenter, speaker and avid participant in numerous industry events and groups

The Nuccio File

  • Born Nov. 9, 1958 in Chicago
  • The youngest of four siblings, father worked as an elevator operator for Morton Salt, mother was a legal secretary
  • Married to Kathy 27 years, with two daughters
  • Earned bachelor’s degree in information science from Northeastern Illinois University
  • Began security career in 1984 when Jim Covert hired him as a customer service manager at API Security, ending his life as a “very bored computer programmer”
  • Originally wanted to be a Chicago police officer and eventual attorney
  • Other interests include playing drums, tennis, home remodeling and being a wine connoisseur


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About the Author


Scott Goldfine is the marketing director for Elite Interactive Solutions. He is the former editor-in-chief and associate publisher of Security Sales & Integration. He can be reached at [email protected].

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