The playbook doesn't exist yet.
You're writing it.
A newsletter for founding and early AEs selling in the messy, unstructured stage, before the process or the predictability exist. Every week: how to sell through the ambiguity.
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About Before It Scales
Before It Scales is a weekly newsletter for founding and early account executives — the people selling before there's a playbook, a proven motion, or any predictability. Most sales advice assumes structure: a defined ICP, case studies, references, a repeatable process. Founding AEs have none of that. They're building the motion while running it. This newsletter is for that job.
Who's behind it
Dave Rubinstein was a Founding AE who scaled a company from pre-revenue to $10M ARR — and didn't even know it was pivoting when he joined. He spent six years in leadership roles at Salesforce, and led teams at Outreach and Meta. While Dave has had real operator experience, most of what he writes about is what he see TODAY from Founders and Founding AEs. Real and current. Dave's had 300+ conversations with early stage founders across 41 countries, and now mentors Founding AEs every week (Free). He also hosts a monthly Founding AE call (Free). If you ever want to know what opportunities are out there that could be a fit I can help. If you just want to learn and engage with other Founding AEs that’s cool too.
Connect with Dave on LinkedIn to learn more.