How do you know when to fire a client who doesn’t align with your values? Reuben Butterfield shares his journey through values-based client selection, including firing his biggest client mid-COVID. Learn how to build a business that attracts the right people through authenticity.

Reuben Butterfield is a founder, creative director, and father based in Victoria, British Columbia. Over the years, his path has taken him through entrepreneurship, leadership, creativity, significant loss, personal reinvention, and many of the experiences that have a way of reshaping perspective and clarifying what matters most. He’s often joked that he’s made every mistake a man can make. Some lessons arrived through experience. Others arrived through loss.

Today, he works alongside founders, organisations, and leadership teams navigating growth, change, and opportunity. Whether the conversation is about business, fatherhood, grief, purpose, fitness, or personal reinvention, Reuben brings a perspective grounded in lived experience and curiosity.

He believes meaningful things happen when people gain clarity about who they are, what matters most, and how they choose to show up in the world. His days are driven by questions of trust, purpose, reinvention, and what it means to show up fully for the people and things that matter most. Behind the day-to-day of client work, fatherhood, and life, his first book is beginning to take shape.

Connect with Reuben Butterfield
LinkedIn: https://www.linkedin.com/in/reubenbutterfield/
Website: https://round3.ca/

Resources or websites mentioned in this episode:
Mirasee

Credits:
Host: Meredith Eisenberg
Editor: Marvin Del Rosario
Executive Producer: Danny Iny

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