The modern business world is filled with entrepreneurs embracing hustle culture as a means to achieve success. As many of these entrepreneurs take great efforts to grind their way to the top of their respective industries, we as a society could ask, what is the cost? Of course, the opportunity cost of pursuing professional success can come at the expense of personal and familial fulfillment if one is not organized and steadfast in their vision.
Between traveling, luxury goods, economic security, and philanthropic ventures, people’s reasons for embarking on the entrepreneurial journey are diverse. While many entrepreneurs pursue success for the sake of hedonistic pleasures, others pursue success for more Eudaimonistic reasons. Many argue that raising a family is the most honorable as well as fulfilling reason for seeking professional and economic accomplishments. Still, many entrepreneurs view family life – especially assuming the role of a parent – as a potential distractor from their professional-propelled purpose, not so for Brian Underwood.
Brian Underwood is the CEO and co-founder of keto supplement company Prüvit, who provides a masterclass to his fellow business devotees on how to balance his devoted role as a father with a demanding career.
Rather than raise his children in an overprotected environment, Underwood has set out to instill the same values, principles, and tools of life he learned throughout his entrepreneurial journey with his children, even if the lessons themselves are a tough pill to swallow. Underwood always tells his children – alongside his loyal listeners at his popular Be You With BU podcast – “I wish you pain,” inspired by the Andy Grammar song with the same name. Though this may be taken with a negative connotation at face value, Underwood’s underlying message is potent and impactful: rather than truly wishing that his children are set up to experience pain, Underwood hopes to set them up for success through the challenges and hardships that life presents and the knowledge that comes with every surmountable obstacle.
“Whatever you’re going through, embrace it,” revealed Underwood about his “I wish you pain” principle.
Underwood continues to share these important approaches learned through parenting with the rest of the world, discussing the ideas across public speaking engagements and with his variety of acclaimed guests on Be You With BU – and of course, his children at home.
“Remember, the greater the struggle, the greater the victory,” shared Underwood, encouraging listeners to get out of their heads and into their hearts. “That’s your door – whatever that struggle is… on the other side is all kinds of perspective.”
“You have to get the courage to walk through that door, to see what’s in store for your life, that’s what life is about,” continued Underwood. “But so many of us, we get stuck in front of that door and we’re afraid to turn the handle.”
Making it abundantly clear that the strongest buildings have the strongest foundations, Underwood’s nuanced insight into elevating personal growth as a parent and as a professional, as well as instilling these important values in the children around us, is capable of inspiring entrepreneurs across the world into adopting a more family-centric approach to life that does not undermine one’s professional success. Underwood is a paradigmatic example of how being a parent and CEO can cross pollinate and be mutually beneficial.
