Jonathan Brun

On Hubris

Hubris fells giants. The quick definitions I pulled for the word hubris are “excessive pride or self-confidence.” and in Greek Tragedies, “excessive pride toward or defiance of the gods, leading to retribution or nemesis.”. Hubris mostly affects people who have had some level of success and luck in life, so in a sense hubris may be a positive sign, but it can also be a premonition that things can change suddenly. An old childhood friend of mine once said that his father, who had achieved financial success, had warned him, “The more you have, the less you should risk”. Coincidentally this person had a dramatic fall from grace and saw his company implode. This taught me that even if you know the lessons and the things you should do, it does not mean you will do them or you will be spared from disaster.

At my ripe old age of 42, I am now starting to see first hand many lives, stories, companies, couples and families that have their ups and downs. Though my own life is certainly going as well as one could hope – family and professionally – I am very aware that hubris and danger are constantly lurking around the corner. One entrepreneur I met at dinner admitted that he had built a nice business in the higher education space and then sold it. He then went on to lose 50% of his earnings in the stock market due to his overconfidence in his own judgement. On this specific topic of the stock market and overconfidence, it should be noted even entrepreneurial giants such as John D. Rockefeller were not immune to losing money in the stock market. Rockefeller was notorious for being tight fisted with his own company, Standard Oil, but failing to do proper due diligence on the companies he invested in – losing substantial amounts of money. His wealth was enormous enough that he could suffer some losses, but many people I have known personally have risked too much of what they had due to hubris.

I deeply believe in operating in a lean manner. At my own company, Nimonik, we employ Lean Principles every day and constantly search out waste that can be eliminated and systems that can be optimized. After 17 years of work, I can assure you there is always waste and sub-par systems to fix. It is a never ending battle that we fight every single day. This principle has allowed us to stay leaner than our competitors and execute five acquisitions and continuously grow the business. As we have grown it has been tempting to get nicer offices, spend money on bigger parties and generally relax a bit. I however try to regularly remind myself and my colleagues that the fact that we run a tight ship is a critical factor in our success. One story I like to tell is how a sailing ship in a long distance sailing race around the world had a skipper who ordered all the crewmates to rip out pages from the books as they read the page. They then had to throw the pages overboard to lighten the ship. Of course, the weight of the pages mattered little, but the daily reminder to stay lean and focused made all the difference.

A cousin of mine asked me this summer what common patterns I saw in people who fell from professional hights and saw trouble after so much success. The short answer is quite simple: these high earners developed a costly lifestyle that required cash flow and then something unexpected and bad happened. It could be a lost job, a family illness, bad luck, or some unforeseen change. Very often, these people had too much debt or leverage and then business slowed, lawsuits mounted or the competitive landscape shifted and they were cooked. The stories I have heard are endless.

In today’s world we spend a great deal of time fixated on the rich and famous. I suspect this is not that different from centuries ago when court gossip and obsession with aristocrats ruled the world. But with social media we are inundated with stores of people who have “made it” and seem inspirational. Even main stream media holds up political or financial leaders as near demi-gods who seem to know so much and can profess their opinions on many topics. Shows like Shark Tank, American Idol and others reinforce this structure. If you dig beneath the hood, the majority of these “experts” have no better luck in picking the winners and losers than a chimpanzee – that is to say, it is random. The glorification of success underpins the hubris that people develop when they do succeed. Fighting this hubris and staying humble requires a constant effort. When people ask me which business leader I most respect, my answer is simple: Chuck Feeney. His biography The Billionaire Who Wasn’t explains,

The Billionaire Who Wasn’t tells the inspiring story of Chuck Feeney, known as the “James Bond of philanthropy.” Feeney made a fortune as founder of Duty Free Shoppers (DFS), the world’s largest duty-free retail chain. By 1988, he was hailed by Forbes magazine as the twenty-third richest American alive.

But secretly Feeney had already transferred all his wealth to his foundation, Atlantic Philanthropies, and anonymously funded hospitals and universities from San Francisco to Limerick to New York to Brisbane, becoming one of the greatest and most mysterious American philanthropists of modern times. His example convinced Bill Gates and Warren Buffett to pledge to give away their fortunes during their lifetimes. 

Chuck had amassed quite a fortune thanks to the profits at DFS and the subsequent sale of the business to LVMH. He had started to accumulate a rich person’s lifestyle with homes in the south of France and elsewhere, but after a revelation he understood that lavish lifestyle was not the path for him and he downsized and started to give away his money anonymously and while he was alive. It should be clear: gave away all of his money (except 40M to his kids) and did so completely and utterly anonymously. No buildings carry his name and no prizes are awarded in his honour. Even his own foundation did not carry his name. He lived in a modest apartment in San Francisco, travelled coach class and wore a simple Casio watch. To me, the anonymity of giving is so critical.

Even in philanthropy, wealthy donors want to put their stamp on buildings and institutions for posterity. There is great hubris in that action. One particularly galling example was the Toronto family of Marco Muzzo who donated money to a local hospital to have their name affixed to it. At the similar time, Marco Muzzo had killed a young family while drunk driving home after returning from a Vegas bachelor party. He killed “four members of the same family, including three young siblings. The Sept. 27, 2015, collision killed three young Neville-Lake children: Daniel, 9, Harrison, 5, and Milly, 2. Their grandfather, Gary Neville, 65, also died in the crash.” The parents were not in the car, but the father of this young family went on to commit suicide out of depression. The shameless attempt by the Muzzos to sanitize their name by sticking it on a hospital is the pinnacle of what is wrong with so much in our world. A lack of shame seems to be the theme of our times and it is inextricably linked to hubris. A lack of shame leads to the confidence that you can get away with anything and it sends a signal to others that you just might. The fact that the hospital accepted to put the Muzzo name on the building seems wrong. The organizations that have placed Muzzo name on the building were all petitioned by thousands of people to remove the names – none did.

Hubris is everywhere, lurking like a silent disease that can take down any person. From a kiss-cam and office affairs to too much debt to safety accidents that could have been prevented, our over-confidence is the root of so many disasters. On of my favourite TED talks is by the monk David Steindl-Rast who explains that the path to happiness is gratefulness. He notes in his talk that every time he turns on a tap and receives fresh clean water, he is grateful. For much of human history safe reliable drinking water was an exception, not the rule. If there is one thing that can combat hubris it is certainly constantly reminding yourself of how lucky we are to be alive, safe from bombs and violence, with access to amazing food and water. Gratefulness, staying lean, avoiding self-aggrandizement, and having shame all seem to be the foundation of combatting hubris. It is a constant effort, but one worth pursuing.

American Memory

As I stood at the hot dog stand at the Tokyo Disneyland theme park with my five year old son, I could not help thinking about my own childhood and my memories of America. Growing up in Montreal, we made nearly weekly trips to northern Vermont where we enjoyed the ski hills and the beautiful hiking trails. At one point, my parents nearly moved us to the US for a job my father was considering. It never happened, but America was ever present as I grew up in the 90s. We made regular trips to Florida, visiting Disneyworld and other places and we of course had friends and family in the US. Growing up in the 90s was special and though I am certain all generations feel nostalgic about the era they grew up in, the 90s was definitely a turning point in history.

With the end of the Soviet Union in the early 90s and the opening up of China, the entire world shifted in a very substantial way. America was the dominant economic and military power in the world with no peer, it felt ebullient. I proudly wore a bathing suit, a sweatshirt and other clothing adorned with the American flag, listened to American music, watched American movies and looked up to the US in many ways. The US was a global power with great influence and power. In the 90s, China was actively engaging with the US as US companies to develop its economy and absorb new technologies. The US was very well respected by the Chinese, many of whom dreamed of sending their children to study at prestigious US universities. US companies opened operations in China, formed joint ventures and start producing more goods and services at lower prices. Big box stores, Costco, Wal-Mart and other low cost retailers came to dominate the landscape in Canada and elsewhere. The US was everywhere all at once.

In addition to the geopolitical changes, the 90s also marked the emergence of the Internet – another revolutionary force in the world. I recall logging onto the internet around 1994 with my loud 14.4 Kbps modem that came to monopolize our home telephone line. Shopping for a new computer at the local electronics store or going to RadioShack were out of body experiences. The future of a global interconnected and peaceful world seemed at hand. In short, growing up in the 90s in North America was awesome.

What came after the 90s is more questionable and I suppose that all generations say that about the period following their childhood when everything seemed glorious and open ended. The turning point may have been 9/11, but that was likely just one day amongst many that led us to where we are today. Like most people who were adults at the time, I vividly recall 9/11. I had just left my house to go to school when the first hijackings had happened. I was sitting in CEGEP, or the equivalent of grade 12 when 9/11 strikes occurred, our teacher told us something horrible and major had just happened in New York. We were called out of class and they setup televisions in the cafeteria, we were then sent home. Prior to 9/11 the border crossing we used in Vermont was a quaint cottage with a one-armed border patrol man (no joke) who asked us where were were going. My family explained we were going skiing and he waived us through without looking at any ID. After 9/11 that all changed and the border crossing is now a large imposing building with barbed wire, fenced off areas, cameras, and a variety of intimidating features.

Sitting here in 2025, it is clear that society has radically changed. A deep seated politics of division is omnipresent, the economy is more challenging for most working class people and technology has invaded every corner of our lives and minutes of our days through the amazing power of the smart phone. Now, AI is driving people to insanity, eliminating jobs and changing entire industries. What comes next is anyone’s guess.

The importance of not planning

Last summer I was travelling in the beautiful Beauce region of Québec, which borders Northern Maine. This rural and agricultural region has a charm that has not been overly damaged by large cottages and the accompanying high end boutiques that go with them. With three young children I am always looking for something where they can expend their energy so they can please fall asleep more easily at night. Though my wife and I are not big planners, we inevitably use cell phones to do research and communicate and share calendar events to keep track of things. In today’s age of constant internet connection and prudent parenting, we inevitably get sucked into a situation where there are few surprises in our daily lives. How I sometimes wish for the days before smart phones and ubiquitous photos and review of every tourist location, trail, restaurant and museum.

As I was driving in Beauce with my two boys I noticed a sign on the side of the road for a hiking trail. With some time to kill and child energy to drain I decided I would stop and have a look. I had no snacks, just a few old candies from the bottom of the glove compartment and I did not research the trails or the site beforehand. We left the car and saw that the trail had a voluntary contribution of $10 or so. Thinking my young kids would not last that long, I skipped the contribution and committed to put some money in the pot if they actually used the trail a bit. My youngest, who was 3 at the time, is not the most energetic walker so my hopes that he would climb a long rocky trail up a small hill were limited at best. The trail started off with some natural play areas for kids – logs and ropes – which kept them occupied for a while. Somehow the boys were willing to leave this play area and start up a trail that we did not really know.

The trick with many of these long walks is to turn the hike into a game with hidden items and a bit of a competition between the kids. We let the younger one lead us up the hill and ensured he felt in charge. I assumed they would go a few hundred meters and insist on turning around. Surprisingly and happily, they kept walking and walking as I turned the dried out candies from the car into ‘energy pills’ that they would periodically take to boost their stamina like a video game character. The trail continued upwards and became rockier and more challenging, but they enjoyed scrambling up the slippery rocks. Based on the maps, the trail made a run up the mountain and then circled the top and came back down. It was maybe a total of 4 KM with 300 M of height. Not much, but a fair bit for kids of their age. As they continued to walk, my fear evolved into a concern the younger one would melt down and request I carry him all the way back to the car. In a certain sense I am kind of ashamed I had so little faith in him.

It was to my surprise and pleasure that we reached the top of the hill without complaining from either kid. My wife called me to ask where we were as we had not returned home as planned. I explained we had reached the top of a rocky hill without jackets, snacks, water bottles or planning or any sort. We would be home in a couple of hours if all went well. The boys started down, running so quickly that their shoes were sending flames behind them. This fun game kept them going without complaining. Upon reaching the car, I put some money in the voluntary contribution and they asked for water, which I did not have.

If I had tried to plan this hike it may never have happened. Even if it has happened, it would have been more tame and less thrilling than the hike without any snacks or research. Like so many things in life, planning can only take you so far and in a certain sense limits the excitement of the unknown. We are told by parents, business gurus and others to plan our days, our weeks, our lives. We should list our goals and then strive to accomplish them with all our might. But sometimes, it is much more pleasant and liberating to have no goals, no to-do list and just the minimal information required to act. Both kids and adults are tougher and more resilient and tougher than we think – we do not need power bars, water, or google reviews to climb up a small hiking trail. Sometimes it is best to just go for it and see what happens. This small hike up this small hill in this small region of Québec with my two small boys was a small and memorable event for us all.

Jane Goodall

Jane Goodall visited my elementary school when I was about 10 years old. Jane Goodall was a pioneer, visionary and soft spoken powerhouse who dedicated her life to conservation and spreading environmentalism.

She had a big impact on me and many of my classmates. The early 90s, when I was in elementary school, was a time of environmental awakening for many of us. Acid Rain, Polluted Rivers, Greenhouse Warming were all emerging topics that changed the way society looks at the natural world.

Years later I would start Nimonik and our initial product was a tool to help organizations understand, comply and stay abreast of Environmental Laws and Regulations. Today, Nimonik offers much more than environmental compliance tools, but my interest in environmental protection can be traced back to a lucky 10 year old boy who heard from a wise woman with a deep expertise in our nearest relatives – the Chimp – and their fragile and threatened ecosystem.

May she rest in peace after her decades of tireless work for the planet, for animals and for all mankind.

Death by Fire

I stood on the top of the Hebrew fortress of Masada wondering why families, men, women and children preferred to starve to death than surrender to the Roman army in 74 C.E. About 960 people died in their resistance to the occupation forces and the mountaintop fortress became a monumental part of Jewish and Israeli history.

From a rational point of view, surrender and physical survival seems like the best option in many circumstances and yet, over and over, people willingly or collectively choose death over submission. This happens regularly in wars and conflicts all over the world. Sometimes submission comes with near certain death and torture making surrender less appealing, but very often groups of individual prefer to die together the live alone. Humans are, after all, fundamentally social creatures – both in life and in death. Even our cemeteries are organized by religious groups.

When the Mongol warrior Genghis Khan united the tribes of Mongolia and rode across the plains to conquer the largest territory any single person has ever conquered – he brought ultimatums with him. Before attacking a city, the Khan would raise a camp within eyesight of the city and put up a white gher (traditional Mongolion tent). If the city surrendered, he would not kill the inhabitants. If the city did nothing for a few days after the white tent went up, they would change the gher for a red tent signalling impatience. If the city still refused to submit, a black tent went up indicating all would be killed. Despite widespread knowledge of this signalling mechanism, city after city refused to submit – leading to mass killings, rape and rampage. In some cases a city would submit to the Mongols, but once the marauding tribe had moved on to another place, they would revert to their previous masters and ways, forgetting to send tribute to the Mongols. This did not make Ghengis Khan happy. He would promptly return to the traitorous city and kill everyone.

Why do we so often choose stubbornness, pride, and ego over compromise and subjugation? This topic likely fills libraries of books and mountains of researchers, but still troubles me. In many ways, these social upheavals and wars feel like a slow moving train wreck and even when they are clearly crazy – Ukrainian War, Gaza, World War I, World War II, – actually nearly all wars – we are unable to stop the momentum. The emotional sunk cost of having lost loved ones or having been collectively insulted by another group of humans is enough to drive us to the most depraved and extreme forms of human action.

To survive as individuals and groups, we undoubtedly had to be stubborn and egotistical. When we were starving for food, travelling on foot, and subject to attacks by wild animals or equally starving neighbouring tribes, we had to stick together to the bitter end. To give up to a tribe living nearby often meant death or slavery, or both. It was once said that the the way humanists have managed to achieve progress over the thousands of years since we left the plains of Africa was by progressively, slowly and haltingly expanded the circle of what we consider to be fellow human beings with equal rights.

The Athenians considered anyone outside their walls sub-human, the Iroquois tribes considered the Algonquin nearly animals – the list goes on and on and on. The problem with breaking through these man-made walls that separate us is that there are actual genuine cultural differences between people. There is also long historical and sometimes legitimate (certainly perceived) reasons why one people distrusts and sometimes hates another people. I do not claim to have any form of a solution to this problem, but the great Gabor Maté gives a poignant response to a question about the current and ongoing Genocide in Gaza. His response, summarized, is that when one group hates another it often boils down to an ignorance of what the other group has gone through and why the conflict exists.

The point he makes and with which I agree with is that history is important. Working to overcome this ignorance of the lived experience of the other group is very often the first step to finding a solution that keeps the wolves of war at bay. It may not be sufficient, but if no effort is made to understand the history of a situation, the situation will only fester like an infected wound, potentially killing the entire organism.

In Canada, we recently created the Truth and Reconciliation civic holiday after having conducted a commission into the horrors of the residential school system. This residential school system, which existed from the 19th century to the late 20th century forcibly took children from their homes at the age of six, sent them to boarding schools run by the Church and tried to teach the Indian out of them. A very high percentage of children died in these under supervised and under resourced schools and many children left with life long trauma that carries through generations of native Canadians. Though I consider myself well read and smart enough to have my own blog, I knew very little of this political, social and governmental institution until only ten or fifteen years ago. I suspect this is true for nearly all Canadians and I would say, humbly, that I likely have spent more time trying to understand this past than most of my fellow Canadians who remain largely ignorant of what happened.

When facing a Mongolian horde, the most ferocious war machine the world had ever known, it may be unrealistic for the people in the enclaved cities to take the time to understand the centuries of trauma the Mongolians had suffered under the hands of the Chinese or other groups. Sitting down with Ghenghis Khan was not always possible as he was clearly a man on a mission with little patience for long winded diplomatic debates. So, that leaves us back where we started with one people unwilling to submit due to their legitimate fears of torture or rape, their egos and their collective social bonds that hold a series of families and communities together and another people on the other side of a wall, willing to attack and kill in vengeance or in a desire to take what the others have.

Peace is a fragile thing. It is a flickering flame that can be extinguished at any time if not taken care of. With more wars today in 2025 than in any recent past, we must actively work together to understand each other and find solutions that people can accept. In any good negotiation, no one is 100% happy, but everyone is better off than they were before. Being able to find an acceptable compromise based on a shared understanding of each other is the foundation of all happy relationships – from marriage to global war.