Meet Rudy Perez Jr.

Where he came from

Rudy grew up in Stockton, California. He has described those years as rough. Violence was common around him, and home was not a refuge. His father struggled with alcoholism and drug abuse, and that showed up as mental and verbal abuse. Rudy also says his father wanted more for him. Both things can be true.

Baseball sat in the middle of that childhood, partly because he loved it and partly because he was pushed into it. He has compared the pressure to the way Venus and Serena Williams were driven by their father. The comparison, in his telling, is about force. For a long time it felt as if someone else had the controls.

The turn was a change in meaning. He realized he could decide what a situation meant. Perspective was the leverage he had been standing on the whole time.

What he built from that

He spent the years after that reading widely. By his count, more than 200 books on self-development. He completed a professional life-coach certification through the Robbins-Madanes training program, which he identifies with the teachings of Tony Robbins.

He built Sanitize 360, his commercial cleaning company in Lincoln, Nebraska, from a single account. The work grew into government and institutional contracts. 7 Figure Cleaning, which he runs with Corey Landrie, describes that company at about $1 million a year. He wanted the work on his terms, so he learned from people who were already doing it and stayed with the trial and error.

What he believes now

Vantage is the name he gave the standard. A life holds when three relationships are telling the truth at the same time: the one with yourself, the one with other people, and the one with your work and your money. Leave one unattended and the other two start compensating. That compensation is what people usually call being stuck.

Image Nation: The Law of Image takes the same territory into identity. The book’s claim is that results stay loyal to the image a person holds of himself. More effort on top of an old image keeps reproducing the old life. Rudy has said his mission for more than ten years has been self-development and entrepreneurial guidance for people who want that work outside a traditional classroom.

He has coached clients one to one, and he has spoken for groups, including an EZ Metrics event in Chicago. He does not publish a client count, and this page will not invent one.