He Fixed Sales for People Who Hate Selling

We’ve just opened the doors to the brand-new Wild Woods Retreat website, and the very first blog post is live: Rest Isn’t Lazy. It’s Neuroscience.

It’s a reminder that our bodies (and our businesses) aren’t built to run nonstop. Recovery isn’t a reward. It’s biology. When we slow down, our nervous system repairs itself, creativity resurfaces, and focus returns.

And now, speaking of doing business in a way that feels more natural, let’s turn to this edition’s feature: Reuben Swartz, the entrepreneur who hated CRMs so much… he built one of his own.

Picture this. You’ve got a problem that needs solving, but the only “solutions” available feel like overkill. It’s like showing up at the grocery store with a NASA space shuttle when all you needed was a bike. That’s what most CRMs are like for independent consultants and coaches. Overbuilt. Overcomplicated. Over everything.

Enter Reuben Swartz, the founder of Mimiran, who finally asked the obvious question: why are we pretending everyone’s a VP of Sales with a team of 50? Spoiler… he wasn’t supposed to be the guy to fix this. In fact, he hated CRMs. Which makes him the perfect guy to fix them.

Why Selling Can Feel So Gross (and Why Reuben Gets It)

Reuben didn’t start out wanting to reinvent the sales game. He was already in it, helping Fortune 500 companies with big-budget sales and marketing projects. He could make their teams perform better, but when it came to his own business? Disaster. He felt awkward, fake, and frustrated trying to push himself into the mold of “sales guy.”

Sound familiar? Coaches, consultants, and solopreneurs everywhere know that feeling. You start your business to help people, not to chase them around like a used-car salesperson. Reuben lived that struggle. And after trying dozens of CRMs that made him feel dumber, not smarter, he finally broke down and built his own.

Mimiran: The CRM That Feels Like a Doctor’s Visit, Not a Shakedown

Here’s where Reuben flipped the script. Instead of focusing on “closing deals,” Mimiran helps you nurture relationships. Think more like a doctor than a salesperson.

Doctors don’t panic if today’s patient doesn’t need surgery. They check in, give advice, maybe say “see you in six months.” That’s the energy Mimiran brings to sales. It lowers the mental overhead of remembering who to follow up with, what you last talked about, and who referred whom.

It’s not about pressure. It’s about conversations. And when conversations feel natural, selling doesn’t feel like selling anymore.

Why Analogies Matter (and Why Reuben’s the King of Them)

If you talk to Reuben, you’ll notice something right away. The man speaks in analogies. He’ll compare CRMs to space shuttles, relationship-building to gyms with hot towels, or entrepreneurs to zoo animals stuck in cages when they should be out in the wild.

This isn’t just clever wordplay. It’s the secret sauce that makes complex ideas simple. And let’s be honest, in the world of SaaS, simple explanations are rarer than unicorns.

What He Wants You to Know

Reuben’s core message is deceptively simple: if you’re in a relationship business, you’re in a conversation business. Forget the gimmicks, the funnels, the “growth hacks.” Figure out who you want to talk to. Then go talk to them.

Sounds obvious, but most of us do everything except that. We procrastinate. We overcomplicate. We bury ourselves in busywork. Mimiran gives you the nudge and the structure to finally focus on what matters.

Outside the Office

Reuben’s wisdom doesn’t just come from software design. It comes from the woods. Literally. Walking his dog outdoors is where his best ideas strike. Sometimes with music, sometimes with a podcast, sometimes just with the birds.

He believes humans have turned themselves into zoo creatures, trapped indoors and overstimulated. His antidote? Get outside. Guard your attention. Reconnect with the natural world, and suddenly the big problems seem solvable again.

Why You’ll Want to Connect

If you’re a coach, consultant, or solopreneur who hates selling but still needs clients, Reuben has built something that might just save your sanity. Mimiran isn’t magic, but it makes the hard stuff less hard—and that’s exactly what most entrepreneurs need.

You can explore free resources, templates, and training at mimiran.com. You’ll also find his Sales for Nerds podcast there, which is basically a support group for people who’d rather do great work than pretend they love selling.

Go ahead. Ditch the space shuttle. Grab the bike. And make sales feel human again with Reuben Swartz.

Catch the full interview here:
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