We recently had the chance to connect with Reuben Abootorabi and have shared our conversation below.
Reuben, really appreciate you sharing your stories and insights with us. The world would have so much more understanding and empathy if we all were a bit more open about our stories and how they have helped shaped our journey and worldview. Let’s jump in with a fun one: What do the first 90 minutes of your day look like?
Each morning begins at 5:00am with ninety minutes of quiet reflection — meditation, contemplation, and prayer — over two cups of strong black tea at my neighborhood Starbucks. The ritual helps me live courageously.
Can you briefly introduce yourself and share what makes you or your brand unique?
I love quotes. Simple wisdom. These give you a glimpse into me:
Life expands or contracts according to one’s courage. Anais Nin
Not all who wonder are lost. J.R.R. Tolkien
You are as sick as your secrets.
What are you pretending not to know?
Thanks for sharing that. Would love to go back in time and hear about how your past might have impacted who you are today. Who saw you clearly before you could see yourself?
My story is filled with an amazing ensemble cast. People like my friends Tom and Yvonne who stepped up with encouragement, support, and invested in me when no one was beating a path to my door. These are my hero’s. Ordinary people doing extraordinary things. Quietly going about their business. Not looking for validation or applause.
When did you stop hiding your pain and start using it as power?
I wouldn’t trade my trauma for the world. It’s a powerful source of energy. I can see how this path shaped me into a world-class crisis leader. What once seemed like disadvantage became the source of my strength — resilience, resourcefulness, hope, combined with an extreme risk and pain tolerance.
Alright, so if you are open to it, let’s explore some philosophical questions that touch on your values and worldview. Is the public version of you the real you?
I admire people who express and do not try to impress. Authenticity keeps life uncomplicated. Of course, different audiences call for different versions of me, but at the core — what you see is what you get.
Before we go, we’d love to hear your thoughts on some longer-run, legacy type questions. What is the story you hope people tell about you when you’re gone?
That I lived courageously and left it all on the field.
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