About - Founder-led advisory, not a consulting machine.
Ruboss is a boutique advisory firm. Companies contract with Ruboss to get experienced, senior product, AI, and strategy judgment applied directly to their hardest decisions.
That judgment comes from one place: Ruboss’s founder, Peter Armstrong. There are no layers, no junior teams, and no generic playbooks. When you work with Ruboss, you work with someone who has actually built and run a software business.
Ruboss has been a software and consulting company since 2008, and the company behind Leanpub since 2010. Today it focuses that operating experience on a smaller number of advisory and fractional product leadership engagements with software companies, founders, boards, and investors.
Peter Armstrong
Founder, Ruboss · Founder, Leanpub
Peter Armstrong has worked in the software industry since 1999, including eight years building products at Silicon Valley startups from 2000 to 2008. He founded Ruboss in 2008 and launched Leanpub in 2010, bootstrapping it to profitability with no outside investment.
Peter coined the term Lean Publishing and created Markua, the Markdown dialect used on Leanpub. He is the author of several books, including a 2007 Manning book on building rich web applications on top of Ruby on Rails. His work spans SaaS, the creator economy, publishing, education, and developer tools.
In recent years Peter has built and operated a growing suite of production AI systems inside Leanpub — AI course creation, translation of entire technical books into dozens of languages, AI ghostwriting and copy editing, and transcription — and making all of it dependable enough to run a business on. He advises on AI from the perspective of someone who has shipped it, not just read about it.
He holds a BSc in Computer Science and Psychology from the University of Victoria. That mix matters in this work: Peter is technical enough to work directly with engineers and commercial enough to work with CEOs, boards, and investors. He and his wife live in Victoria, BC.
Contact Ruboss
Tell us about the decision you are facing. Engagements begin with a short conversation with Peter Armstrong to understand the problem and whether Ruboss is the right fit.
Email peter@ruboss.com