Things I’ve Learned

Paul  Evers

Paul Evers


BN:How is owning a brewery like parenting?

Paul Evers: I can say that sharing our beer with people in our Tasting Room facilitates a community vibe that feels very much like family. One of the aspects of Crux that I find most gratifying is that people of all ages, genders and backgrounds gather there with an openness to engage with others. It’s like the great family meals we experienced as kids on Sunday evenings— but at Crux it’s every day of the week. We can enjoy our kids, their friends, and others while thoughts and conversations brew.

BN: What lessons from marketing and advertising have you brought into parenting?

Paul Evers: The biggest nut to crack in creating brands for clients is discovering what their primary purpose is– their “why” or reason for being. If you can identify that, you have a really powerful platform to build a brand on. The same principle holds true for us as human beings. If we can discover our “why”, we’ll have a platform to build a powerful life upon. I have to admit it’s been a lot easier for me to be successful at this with clients than with myself, or with helping my kids.

BN: Family seems like an important part of your life and business. What advice do you have about life and work separation? Or integration?

Paul Evers: tbd’s roots began in our home. It grew from me working by myself into a team of five plus people in the back of our house. I knew I had a boundary challenge when one morning I awoke at 4AM with an idea, got up and went to my desk to work. A short while later I looked down at my watch and realized that my co-workers were about to walk in the door. My hair looked like Albert Einstein’s, I had no shirt on, no slippers, just a loose fitting bathrobe. Within a couple months we relocated to a little office downtown. My wife and each of my three kids have worked with me at tbd. We made a commitment to avoid having work topics dominate dinner conversations. My son, Bobby, has been working with me at tbd as an Art Director for a few years now. I guess the ultimate integration example was when we dressed up as each other on Halloween a couple years back during the work day— we looked and acted convincingly enough as each other to trigger quite a few double-takes.

BN: Do you consider your mom and dad as role models? (How so?)

Paul Evers: I’d like to think I’m a blend of the best of both my mom and dad. My mom was the most loving and trusting person I’ve known— she passed away when I was 20 but taught me enough to last more than my lifetime. My dad is the most adventurous and silliest person I know— as well as the most relentless.

BE: What parenting lessons from your parents, do you use with your parenting?

Paul Evers: Choose to love your family and friends no matter what, regardless of their mistakes. You’re not smart enough to judge. Have fun with your kids, be sure to laugh deep in your belly and carry an extra pair of underwear just in case.

BN: What is the best advice your mom or dad ever gave you?

Paul Evers: “Um, son, maybe they’re right— maybe you shouldn’t strip down to your undies on national TV.”

(My dad and I were on Solid Gold Hits and Puttin’ on the Hits lip sync shows in the early 80s.)

BN: What advice from your mom or dad do you wish you hadn’t ignored?

(no response)

BN: What do you think your children will say about you in therapy?

Paul Evers: …but, I’m pretty sure my dad was joking when he said that.

BN: What hobbies of yours do you share with your children? 

Paul Evers: One of my favorite hobbies happens also to be a family legacy– the art of extemporaneous corny joke telling. I’ve been working with my kids since infancy hoping that my offspring wouldn’t be the ones to break the generational chain. I think, finally, at least one of them, is starting to pick up on the craft.

BN: What superhero power would most help you as a parent?

Paul Evers: I like The Mask. It turned Jim Carrey into quite the comical (and death-defying) cartoon character. As parents, we tend to take ourselves too seriously.

BN: Do you have a fictional character (TV, book, movie, etc.) who is your a role model?  What has he or she taught you?

Paul Eevers: Mrs. Doubtfire. Have a sense of humor and do whatever it takes to hang out with your kids. No matter how ridiculous. And, as with me, the biggest lesson comes from your kids— ultimately, they love you just as you are. n

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