Author · Speaker · Operator
The playbook was broken before you opened it.
Optimism is not a plan. For twenty years I’ve built the systems underneath other people’s growth — revenue, go-to-market, visibility, and now apartment buildings. Three books. Two companies. One rule: if it only works when the story cooperates, it doesn’t work.
Who is Ken Lundin
I’m not a guru. I’m the guy who’s been in the room.
Twenty 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 wrote three books about what I learned. I built RevHeat to fix revenue systems and Unseat.ai to help companies get found by AI. And I host Broken Playbook because someone needs to say the things founders are thinking but nobody’s saying out loud.
It’s all the same work. Everyone selling you something leads with a story — the rockstar closer, the hot market, the hustle. I’ve spent my career asking the unglamorous question underneath it: where’s the machine? That’s what I build for companies. It’s how I underwrite apartment buildings. It’s the only thing that still works when the story takes longer than promised.
“Most fix-its don’t give a damn what your systems are. They show you how they do it. Ken was the opposite — he figured out how we should do it, and then he built it with us.”
Point of View
Things I believe that most consultants
won’t say out loud.
“It’s one thing to write a sales process. It’s different to get it down to where your sellers on the street are actually executing. That’s where he operates — in the execution gap that every other consultant ignores.”
What Founders Say
After we stop being polite
and start being real.
[Ken and his team] didn’t just give us a strategy — they built the machine. Our revenue grew 307% and for the first time, it wasn’t all running through me.
We had an 8x increase in valuation and a 3x backlog of booked revenue going into 2025. The systems [Ken] installed made that possible.
Our win rate tripled after [Ken] installed a real sales process. We finally had a system our team could execute without me being in every conversation.
The Books
Three playbooks for founders who are done
with recycled advice.
These three books trace the arc of what I’ve learned. How to close the deals that build a company. How to scale without breaking everything. And what happens when a founder realizes the rules they followed were wrong before they started.
Strategic Selling Unleashed
The modern enterprise sales book. Whether you’re closing six-figure deals, selling to large companies, or moving upmarket — this is the system for winning complex B2B sales without depending on one rainmaker.
Get a free copy — just tell us where to send it.
The SmartScaling Formula
For the founder who grew fast and then stalled. A blueprint for scaling revenue, operations, and leadership without burning everything down in the process.
Get a free copy — just tell us where to send it.
The Broken Playbook
The book behind the podcast. Why the playbook most founders follow was broken before they opened it — and what to build instead when the old rules stop working.
Be first to get a free copy when it drops.
Speaking
A speaker who doesn’t need a slide deck to change how a room thinks.
I speak to founder communities, sales organizations, and leadership teams about the lies we were sold, the patterns that keep smart companies stuck, and what the data really says about founders over 40. Lately I’m saying the same thing to real estate rooms — because a rent roll and a pipeline break for identical reasons, and nobody in either room wants to hear it.
Book a Speaking Inquiry →The Work
Two companies, a platform, and a portfolio.
All built the same way.
RevHeat
Hands-on revenue advisory for growth-stage companies doing $3M–$20M. We don’t write recommendations and leave. We build the sales system, install it in your team, and stay until it runs without the founder in every room.
Visit RevHeat →Unseat.ai
The go-to-market landscape changed. AI now answers buyer questions before they ever visit your site. Unseat.ai helps companies become the answer AI recommends — turning invisible expertise into visible authority.
Visit Unseat.ai →The RevHeat Portal
Everything I used to deliver in a room, running as software. Score your revenue readiness, build the profile of the buyer actually worth chasing, and find the conversations happening in your market right now — without waiting on me to be available.
Open the portal →The Portfolio
Occupied, income-producing apartment communities in markets chosen by supply-demand math instead of headlines. Same discipline I’ve spent twenty years installing in other people’s companies, pointed at an asset instead of a sales team. The refinance is a target. The hold is the backstop. I won’t own a deal that only works if the exit cooperates.
See the market selection framework →
The Podcast
The conversation founders have at midnight when the laptop finally closes.
A weekly podcast for founders over 40 who are tired of business content that treats them like beginners. About scaling and selling, yes — but also about what it costs to build something that starts to own you.
Get notified when the first episode drops.