Reuben is the founder and Chief Learning Officer of edCetra Training Inc. In 1998 Reuben obtained his Masters degree in Educational Technology from Concordia University in Montreal, Quebec and has worked in the field of technology based training since. First as an instructional designer, Reuben advanced his career by managing production teams, product development and finally began his own company in 2002. Reuben has been an active member of standards committees such as DITA for Learning and has been an active contributor to industry publications and speaker at industry events. Reuben's latest achievement is the publication of his first book with ASTD press titled 'Learning On Demand: How the evolution of technology is shaping the future of learning'. The book is due for release in October 2012.