Michael Rustom is a private technology solutions consultant with nearly 30 years of experience in information technology sales and executive leadership. A Toronto native, Michael began his career in 1997 as an outside sales representative at AT&T. He quickly made a name for himself as one of the company’s top performers year after year. He established a reputation for a client-focused approach that brought major success in sales.
With his consulting firm, Michael Rustom Inc., he continues to harness his deep industry knowledge to help businesses navigate challenges efficiently.
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Q: Prior to starting your own company, you had a long career in the corporate world, much of it as a sales executive. What drew you to IT, and what’s kept you in the industry for so long?
MICHAEL RUSTOM: I formed my consulting firm intending to build off my years of experience with information technology. I’ve been knee-deep in this world for decades, much of it with Scalar Decisions, where I was immersed in technology systems integration across dozens of industries. As to why it interests me, I’ve always been attracted to efficiency in design, and I’ve worked hard to become a great salesman and sales leader, which is something I enjoy and I’m proud of. It’s satisfying to have one passion kind of feed into the other.
Q: You’ve worked with businesses in everything from the mining to the financial technology sectors. How do you adapt your approach?
MICHAEL RUSTOM: There are certain similarities that almost all companies share. Virtually every company has a need for the best means of streamlining operations and ensuring data security. I realized this early in my career and saw that my approach could stay focused on those simple principles. Aside from that, the way I address clients is largely rooted in the basics: finding out what they need, what resources they have at their disposal, and what their future plans are in a general sense. And help them find means of achieving them. Dealing with people is its own distinct skill set. You can be the most knowledgeable person in the world, but if you can’t communicate or earn trust, you won’t build a relationship or build your business.
Q: How has your approach to business development changed from your time as a corporate executive?
MICHAEL RUSTOM: In an overall sense, my approach hasn’t changed that much. It’s still largely rooted in those basics. That being said, I do see things through the lens of a business owner now, and I take into account things like taxes, budgeting, and long-term financial planning. But my professional philosophy remains mostly unchanged.
Q: How do you stay ahead of trends and ensure that the solutions you recommend are not only current but future-proof?
MICHAEL RUSTOM: That’s where there’s a constant effort. I’ve got trade publications I depend on, as well as business contacts. I attend some seminars and do my best to get hands-on experience with any emergent tech as soon as I can. It’s a process, but it’s a process I enjoy.
Q: What are some of the most common misconceptions about IT consultants?
MICHAEL RUSTOM: One of the most common is that technology consultants are simply ‘order takers’ who procure and install whatever the client asks for, without putting much thought into their broader business needs.
In reality, being a great IT consultant means understanding both the tech requirements and the business goals of your clients, as well as getting to know them as human beings. It’s about listening closely to them and what they’re telling you—verbally and otherwise—and then crafting customized solutions that line up with their long-term objectives. When I run into this misconception in the field, I usually try to dispel it through my actions. I focus on building strong, consultative relationships over the long term while proving myself through thoughtful recommendations that address both immediate needs and future growth.
