I help nonprofits and purpose-driven organizations reduce friction in how they grow.

As Founder & CEO of Lake One, I lead a team of Digital Outfitters helping nonprofits, B Corps, and purpose-led businesses build sustainable growth systems built on HubSpot. Our work sits at the intersection of strategy, technology, and stewardship, connecting marketing, sales, and support so organizations can serve people better, not just scale faster.

Since 2014, I’ve partnered with founders and operators across nonprofit, healthcare, manufacturing, and technology, guiding them through the real work of digital transformation: aligning people, process, and platforms around a clear point of view.

My career began behind a microphone, as a DJ and later a reporter, where I learned how clarity and storytelling create trust. That experience still shapes how I lead today: designing systems that support humans, reduce friction, and enable better decisions over time.

I’m also a childhood cancer survivor and advocate. That experience deeply shaped how I think about stewardship, resilience, and the long view, and why I care so much about building systems that support people when things get hard, not just when they’re growing.

Outside of Lake One, you’ll usually find me rewilding my Minnesota yard, exploring trails, or supporting conservation and community efforts, reminders that growth only matters when it’s grounded in purpose.

Ryan Ruud

By day, I help revenue teams actually use the software they buy (crazy concept, right?). By night, I attempt to sleep while my three kids plot against me. Somewhere in between, I try to answer emails before they become historical artifacts.

🎤 Things I Believe
✅  Buying software ≠ using software.
✅ Most training is corporate theater. The audience is asleep.
✅ Doing it alone is a fool’s errand. (Yes, even you, lone wolf)
✅ Grit > Genius. Execution > Ideas. Humor > PowerPoint decks.
✅ If your enablement plan needs a 50-page playbook, it’s already dead.
✅ Most meetings should be emails, and most emails should be left unsent.

🎯 What I Actually Do:
- Run a, bootstrapped business without corporate buzzwords or selling my soul.
- Build Supered⚡- app that helps revenue teams actually adopt their tools.
- Challenge the status quo on how companies train, onboard, and scale (translation: I call out nonsense).

🚀 Why Connect With Me?
If you like no-BS business talk, real stories from the trenches, and a good laugh at the absurdity of modern work, we’ll get along. 

If you’re here to sell me a lead-gen service that “guarantees 10X ROI,” I’d rather eat my keyboard.

🔥 Connect, argue, or lurk - I’ll be here either way.

Matt Bolian

SaaS is dead and I have never felt more alive.

Last month I cancelled every subscription. Built everything ourselves. CRM. Support queue. Documentation system. Project management. 
Slack replacement. All custom. All ours. 💪💪💪💪

Went from $4,200/month in tools to $11,400/month in API costs plus two engineers spending half their week maintaining the thing instead of building the thing.

My investors asked if that was..... more expensive.

I said you can't put a price on sovereignty.

They said they just did. It was $172,000 a year plus two senior salaries.
I told them they were thinking about it wrong.

My VP of Sales said the CRM stopped syncing three days ago. She found the support doc. It was outdated. She submitted a ticket to our 
internal support queue.

I am the internal support queue.

Response time is whenever I finish fixing the documentation system we built to replace the documentation tool we cancelled so I could fix the CRM we built to replace the CRM we cancelled.

She has a board presentation in two days.

She quit; she is clearly not an AI native employee.

My wife asked when I was coming to bed.

I said soon, and that I was debugging a prompt chain and that she should be proud of me.

That was four days ago.

Adapt or be left behind.

Agree?

Matt Bolian ⚡

Building the worlds easiest way to get sales reps to follow a process 🎯🎯| Turning sales into into Superheros 🦸‍♀️🦸‍♂️ | Helping HubSpot Solutions Partners Scale 🚀🚀

You asked for it HubSpot partners.

Loudly. Repeatedly. In support tickets, in Slack, in that very polite way people have of saying "this is blocking us" every single week....

Custom modules in the package builder. Transactional emails. Website pages. Marketing email templates.

Full lift-shift capability for custom modules. It's HERE.
(technically been live for 3 weeks and just now getting to this)....

We didn't build the best portal replication tool in HubSpot because we had a roadmap nobody questioned. We built it because partners told us exactly where it hurt and we refused to stop until it didn't.

That's still the deal.

SoooooooOOOOooooO- what's next on your list 😉 ??

WHAT IF sales process adoption wasn't impossible, it was inevitable???!?!?!??!

WHAT IF reps knew 1) what to do RIGHT NOW 2) what to do NEXT without leaving their flow of work

WHAT IF told you could run a wicked tight sales process WITHOUT CREATING or MAINTAINING documentation

A customer recently said:
"whoever said there are no shortcuts to success hasd obviously not used this product [Supered]"

we on a mission to make it really dang easy for reps to spend time selling. 

The process shouldn't FIGHT against reps. It should make the WICKED lethal. 

stay Supered⚡
-matt

Never forget toilet paper. Essential to any good Process

Supered⚡  offsite starting off strong!!!

What else is must have for an offsite??????

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I spent 3 years watching the same pattern destroy pipeline.

Leader builds process. Puts it in a doc. Trains the team. Moves on.
6 weeks later: "Why aren't reps following the process?"

B/C the process lives in a doc nobody opens. 
B/C ownership is split across 4 people, which means nobody owns it. B/C "remember to do X" is not a system. It's a prayer.

So I stopped asking reps to remember and started designing systems that make forgetting impossible.

11 plays. 3 phases. The FULL Process Execution Playbook.

Phase 1: Design the system before you blame the rep. Define non-negotiables. Assign real ownership. Kill "remember to" culture entirely.

Phase 2: Operationalize execution inside the CRM. Make expectations visible at the point of work. Turn violations into coaching signals. Audit before you automate. Design for momentum, not data entry.

Phase 3: Build a culture where execution is normal. Daily inspection. Momentum metrics. Reduced cognitive load. Systems over willpower.

The bottom line sitting underneath all 11 plays:

If your managers are chasing reps, the system failed. Not the rep.

Full playbook below. No gate. No email capture. Just the thing I wish someone gave me when I was rebuilding my revenue team from scratch.

Reminder to all da humans. 

Just becuase you can - doesn’t mean you should.

About to start the UX/UI hackathon for the offsite 

What is the things you want us to do??? We be listening!!

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The Battle

Ryan Ruud

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