The body is intentionally designed.

When we feed our bodies the unique fuel they need, that optimal nutrition, exercise + rest allows our bodies to do what they were biologically made to do.

We’re not born flawed.

Our bodies have everything they need to heal themselves organically: balance hormones, cool off inflammation, fix digestion, detox waste + pollutants, boost energy + calm our minds. As a result, the body can heal itself.

You can’t out-perform a bad diet.

You’ll never go wrong if you listen to your gut — literally + figuratively.

Our digestive system has a distinct, direct relationship to our brain. The gut-brain connection is the most powerful influence over our lifetime performance.

Our food ingredients are messengers to our body’s cells. When we eat high-quality food, those cells are given clear information + our bodies function at their best. We feel energetic + level-headed. We look vibrant + fit.

When we eat low-quality food, like inorganic sugars, trans fats + processed foods, our cells receive unclear messages. The result is dysfunction: think mood swings, chronic illness, low fertility + poor sleep to name a few.

We can do all of the exercising, sleeping, meditating, body treatments + self-development education in the world, but if we don’t prioritize quality nutrition, we’re spinning our wheels with the emergency brake still on.

Organic is the best investment.

Consuming organically will yield the most return on investment in our lifetime.

You can put diesel fuel in a regular car, and it will still drive for a while, but, eventually, it will break.

Take something like diabetes. The average diabetic requires over $16,000/year in medical services. Instead of eating the cheap food, what would more thoughtful, cost-effective decisions in the grocery store have yielded those diagnosed?

Food is just the tipping point. Beauty, cleaning products + technology can make just as much of an impact on our health. When what we’re consuming is made up of inorganic materials, we’re giving our bodies fuel unintended for them according to nature.

Farmacy over pharmacy.

We believe in consuming anything you can find on an organic farm over anything with a shelf-life or made in a lab.

We get asked “But what about when you’re sick?”

When we prioritized our health according to functional medicine, we noticed an incredibly reduced need for pharmaceutical medicine. We have literally not been sick in years. For the times we’ve wanted some extra relief — like feeling a migraine come on, or recovering from birth — there are simple, holistic alternatives that are available conveniently (and we think work better!).

That said, we are not anti-pharmaceuticals or anti-traditional medicine. Both pharmaceutical drugs + medical interventions can be lifesaving and are incredibly useful if given the right dose/procedure, for the right person, at the right time, and for the right reason.

If you’re sleep-deprived, you can increase alertness + energy with a stimulant medication, but the “right” solution is sleep.

We're interested in moving away from medication + physical intervention being the only tools in medical practice today.

Numbers aren’t important. Patterns are.

We don’t believe in charting macros, reading labels for calories, or measuring weight on the scale. Numbers alone are a distraction from the true work: developing healthy patterns + eliminating unhealthy ones.

We believe better health is when you quit overexerting yourself for the occasional brag-worthy 5-mile run, and start taking a light jog around the block everyday.

We believe thoughtful consistency is a better metric for wellness.

Children should be treated with respect.

We explain situations as we would want them explained to us as adults. We ask if our child wants to hug grandpa instead of ever forcing them to in the name of “respecting your elders”. We don’t drag, spank or yell. We treat our children how we want to be treated.

Biology over social expectation

A lot of what society deems as inappropriate behavior is actually biologically normal, like babies not sleeping through the night until toddlerhood + toddler tantrums. We prioritize letting biology guide our parenting decision-making over the external pressure of "what everyone else is doing".

Guidance over punishment

We explain our rationale in every challenging moment instead of punishment, shaming or excluding. This means we get down to eye-level, to speak calmly but assertively with our children + we all stand up together upon understanding each other better. (Yes, this absolutely works.)

Boundaries with consistency + empathy

We're all allowed to have body autonomy + respect just like anyone else, but, especially as parents, we need to have empathy for the fact that boundaries are hard for kids to learn.

Follow the child’s lead

When we lean into teaching alongside our kids' interests, there's a lot less friction. We also give our kids reasons they would want to participate in or avoid an action so that they can choose their behavior on their own.

The roles of “parent” + “CEO” are one in the same.

Save a few (very!) key differences — being a parent running a family at home is very much like a CEO running a team in business.

When we start running our family more like a business + operating our business more like a family, there's an incredible synchronicity that happens.

Choosing to step into the leadership role across the board can be organic, simple + profitable this way. We know because this is how we live!

Clear is kind.

We believe that a life well-lived is intentional, easy + simple. When we make intentional choices from clear information, we feel confident + safe in our family home + our business home. In turn, this confidence + safety is felt by our "team" (the kids + dogs, too!).

This means that routines, schedules + organization are most definitely a part of how we operate our family logistics, just like how we use them in business. And it's how we communicate those operations that keep them effective. 

Simplicity is essential.

Yes, a home requires physical elements for function + beauty. Making a home is essential for a family — and can be so purposefully fun! And we also believe that there's a threshold where those physical home elements can become a source of distraction from what's important emotionally.

Do you really need to have a full calendar + 20 decorative items to dust on the shelf, or might you be distracting yourself from an internal mess?

The same idea speaks to business ownership, too. When your back-end operations meet both simple function + form, you stay focused on the income-producing actions that move your business forward the most (+ stop wasting time sorting through the mental + busywork clutter).

A business should be built around your family — not the other way around.

We're not ones for "shoulds" + "absolutes" in this space, except for this BIG one.

We know that family-centered entrepreneurship has been a key factor in our incredible family life. We get to work-from-anywhere with flexible hours + earning passive income without ever risking our health, marriage or bond with our kids. 

What's wild is that while family-centered entrepreneurship sounds too good to be true, it truly isn't. It's available to anyone who is willing to step into business ownership wholeheartedly.

You don’t need to go into debt to start a business.

There’s a difference between investing your time (which also has a dollar value), your existing resources + spending a small amount of money that you know you could pay off within the next 30 days to start your own business — and taking on thousands of dollars of liability to test out an idea.

Start with where you’re at. Validate that you can sell the product or service. Then use those initial small sales profits to reinvest back in your business. Then do it again. And again. There’s no reason to assume huge risk in your first entrepreneurship experience (or your 10th!).

There’s no separation between personal + professional lives.

You have ONE life. The personality traits that you’ve acquired over the course of your personal life will translate into your professional work in some way. And the experiences you've had professionally will absolutely inform how you're showing up when you're not working.

To pretend that there's an easy way to divide those parts of ourselves is — well, let's be real organic — ridiculous + way too time-consuming!

We keep life simple over here by not separating. We're living one life being the most organic, authentic leaders for our family + businesses possible.

Mental prep yields a dramatic return on investment.

Self-development sounds like fluff, but it is the emotional work that yields the greatest return on investment for every entrepreneur.

[If you’re turned off by that statement, it means that you especially need to buckle down + do a mental check-in. Trust me, we were in that space for years!]

There's no way around the prerequisite mindset work — so you can either be forced into the work by surprise circumstances or step into the work on your own terms. (We recommend the latter!)