Coming into a waterproofing and foundation repair business 24 years ago wasn’t easy for Laura Ann Spencer. It was a successful entity with a strong brand and marketplace presence. “As you can imagine, it was also significantly male-operated from management through boots-on-the-ground installers,” she said. “After observing the organization and ownership, it quickly became apparent that there was a lot of opportunity for more structure, leadership and a defined workplace culture.”
Her approach began with listening—engaging every department to align on shared values and aspirations. Founded in 1979, Perma-Seal has grown to include a vast array of offerings, from structural foundation repair to attic insulation solutions, serving over 500,000 homeowners.
Under her leadership, the company adopted the Entrepreneurial Operating System to enhance accountability and transparency. This transformation, combined with Spencer’s dedication to fostering an empowering workplace, earned Perma-Seal multiple honors, including the Chicago Tribune’s top workplaces designation for five years and the prestigious Foundation Supportworks integrity award in 2022.
Spencer is deeply committed to the professional development of her team, or “tribe,” as she affectionately refers to them. She spearheaded training programs such as Emerging Leaders, Next Level Leadership, and SEAL Team Leadership, creating pathways for every team member to thrive personally and professionally.
“Every leader in our tribe has an awesome responsibility over the lives that are entrusted and influenced by their leadership,” she said. “Our people are not objects of, or a means to, our success.”
A self-described lifelong learner, she constantly seeks innovative methods to inspire and grow her team, diving into emerging technologies like AI to enhance operations and leadership. “I like to bring new ideas, new thought processes and a new way of doing things,” she said. “I celebrate those who share my enthusiasm for creating new paths to success.”
Guided by Spencer’s vision, the company allocates 10% of its net profits to charitable causes, enriching the communities it serves. Spencer’s leadership philosophy, influenced by Bob Chapman’s Truly Human Leadership, emphasizes treating employees with respect, compassion and a commitment to their personal growth.
“Conscious businesses will help evolve our world so that many people can flourish, leading lives infused with passion, purpose, love and creativity; a world of freedom, harmony, prosperity and compassion,” said Spencer. “I am very entrepreneurial and bring that experience into all facets of my company. Using the experiences that I have gained over the last 30 years gives me credibility with the teams that I serve.”