I first met Michael Goldberg about seven years ago. I had been working for another industry publication, and I knew him only as the owner of a large, multi-store floor covering retailer in Columbus, Ohio, called Rite Rug. In the past I would call on him once a year to verify his annual sales volume. The phone conversation would last less than 10 seconds, and he would either decline to participate or tell me to use whatever number I used the previous year.

But 2002 was different. The company was in growth mode. Michael had hired some high-level executives and invited me out to do an article. It was almost like the Pope opening the Vatican or Castro inviting me to Cuba. I always assumed he had a “No Press Allowed” sign posted on his door. Well, I came and I went, but I left with an understanding that would shape this relationship for these last seven years.

My first impression was walking into his office and being coaxed into joining him in a double espresso. I’m sure it wasn’t his first of the day and probably not his last. I quickly knew why the man is a walking Red Bull.

But the one thing I came away with was his pride and passion for the business. I’ll never forget him telling me the story of how he had to fire one of his sons because if he didn’t, the future of 300-plus employees could be imperiled. He chose company over family.

Michael’s passion for the business will win out every time. Case in point: The business had plateaued during the early part of the decade at about $30 million. Wondering if it was a case of burnout, Michael brought in some executives with experience at Shaw and Mohawk to run things. He told me he was taking a step back for the good of the business. They took the company in many directions—diversification if you will—and soon it was doing close to $80 million.

Then there’s his wife. I’ve never met Anita, but she has to be the most phenomenal woman on the planet. No man talks about his wife the way Michael does. OK. Maybe a newlywed. But Michael and Anita have been hitched for 30 years. His love and dedication to her is apparent to everyone, including vendors and mill reps. He always takes her phone call, no matter what, and will look you point blank in the face and tell you she has made him a better person. She is his everything.

Through the years, Michael’s name has popped up in discussions time and again. Industry executives hail his negotiating prowess, but they all say when Michael gives a commitment, his word is gold. He’s been mentioned in the same breath as Marv Berlin and Sandy Mishkin, negotiators extraordinaire. That’s pretty good company. And so is Rite Rug.