Originally a software developer, Ruben bootstrapped Bidsketch while working full time and was quickly able to grow it into a profitable business. He spent several years working for a billion dollar payroll company. There he helped build and manage a custom proposal system that was used to regularly win seven and eight figure deals.

After learning about the psychology behind closing large deals and helping friends with their client meetings, he decided to make it his mission to take away the pain from the proposal process.