You don't have a sales problem.
You have a you problem. After 20 years sitting across from founders running $3M–$20M companies, I can tell you exactly what that means — and what to do about it Monday morning.
I'm Ken Lundin. And I'm probably going to say something today that your last consultant didn't.
I’m not a guru. I don’t have a methodology named after me. What I have is 20 years of sitting across from founders who did everything right — followed the playbook, read the books, hired the coaches — and still felt stuck.
I’ve watched good companies stall at $5M because the founder couldn’t stop being the operator. I’ve seen the best salesperson become the biggest liability. I’ve been in enough rooms — and enough conversations at 11pm when the laptop finally closes — to know what’s actually happening versus what looks like it’s happening.
I work with a small number of founders directly. I speak to audiences who are done with keynotes that feel like TED talks written by a committee. And I host Broken Playbook — a weekly podcast that says out loud what founders are actually thinking.
I’m direct. I’ll confront you if I care about you. And I believe it’s more important to be understood than to sound smart.
Things I believe that most consultants won't say out loud
"You don't have a sales problem. You have a leadership problem."
Most founders blame the pipeline, the market, or the team. The real bottleneck is standing in front of the bathroom mirror. Until you see it, nothing else changes.
"Your best salesperson is probably your biggest liability."
If everything runs through one person — including you — you haven’t built a sales operation. You’ve built a dependency. And dependencies don’t scale.
"More advice isn't what you need."
We build what works for your business, not a replica of someone else’s.
"The hustle gospel is a scam sold by people who got rich selling it."
Working 80-hour weeks isn’t discipline. It’s avoidance. And it costs more than time.
Here's how I can help, depending on where you are
Work With Me
If your company is stuck between where it is and where it should be — and you’re done with advice from people who’ve never been in a room with a real customer — let’s talk.
“I don’t want 90 days from now to feel like all we did was talk.” — A founder I work with.
Speaking
I speak to founder communities, sales organizations, and leadership teams about the things that actually move people — why the playbook is broken, and why your exhaustion might not be about the workload.
“It doesn’t matter if it’s tree service or software… it’s all the same.”
Broken Playbook
A weekly podcast for founders over 40 who are tired of business content that treats them like they’ve never heard of revenue growth.
20 years working with growth-stage founders | $3M–$20M the revenue range where this work matters most | $1B+ in revenue influenced | Host of Broken Playbook podcast | Featured in Forbes
Driving additional sales for companies of all sizes.
If something on this page made you think — 'yeah, that's the thing nobody says out loud' — that's the door.
Come through it.