Reuben spent years as a sales and marketing consultant for Fortune 500 firms. While he could help his clients get great results, he struggled with his own sales and marketing efforts. The more he tried to copy his much bigger clients, the worse things got. He had to unlearn what he had worked so hard to learn, figuring out how to “help” instead of “sell”, “teach” instead of “market”, and “connect” instead of “network”, so non-sales people can get clients (and have fun doing it!). (Reuben even ended up building his own “anti-CRM” for independent consultants, after trying dozens of tools and not finding any that worked well for him.)