Braeden Pauls of FÜM: Five Things I Learned As A Twenty-Something Founder

An Interview With Doug Noll

Being able to be challenged by my work daily. Being a founder takes off the glass ceiling, there are no limits to what you can become, but also no guaranteed firm footing.

As a part of our series called “My Life as a TwentySomething Founder”, I had the pleasure of interviewing Braeden Pauls.

As a college student, Braeden co-founded FÜM in 2018, growing it from a basement side-hustle, to the successful brand it is today. With a background in psychology, Braeden loves exploring human behavioral science. As the visionary behind FÜM, Braeden continues to look for ways to make FÜM safer and help individuals achieve healthier habits. From ensuring involvement in research studies that back the efficacy of FÜM, to building a passionate and youthful team with creative ideas and expanding FÜM globally, Braeden is leading FÜM to be a force in the market.

Thank you so much for joining us in this interview series! What is your “backstory”?

As a college student, I co-founded FÜM and have since transformed it from a basement side-hustle into the successful brand it is today. I was studying psychology at the time we started FÜM and was able to channel my deep passion for exploring human behavioral science. Serving as the visionary behind FÜM, I am constantly seeking ways to enhance our safety features and facilitate healthier habits..

From actively participating in research studies that validate the efficacy of FÜM to assembling a dynamic and youthful team with creative ideas, my goal is to propel FÜM into the leading position of the flavored air market. As we expand globally, I am dedicated to ensuring that FÜM not only meets but exceeds expectations, making a lasting impact on the well-being of our users.

Can you share the funniest or most interesting story that happened to you since you started your company? What lessons or takeaways idd you take out of that story?

In the very early days of FÜM, when we were young and a little more daring, we snuck into an invite-only wellness convention to give away FÜM products to the participants. Security ended up finding out and kicking us out! But the following day we had a record sales day as our seeded product from the event resulted in us selling out.

What do you think makes your company stand out? Can you share a story?

• What sets FÜM apart is our pioneering approach in creating a unique new category: flavored air. Each FÜM Core fiber is medical grade polyester and is specifically formulated with delicious, non-addictive, all-natural plant extract flavors. FÜM can be compared to a herbal tea, if vapor was compared to a sticky soda. Not as sweet, but a lot more natural. Each FÜM flavor Core, carefully formulated with three distinct notes, provides a more natural and nuanced sensory experience. For example, our Orange Vanilla blend combines essential oils like sweet orange, bergamot, and vanilla, resulting in a refreshing and invigorating flavor profile that truly stands out in the flavored air market. Not only that, but we don’t heat the oils in our flavors, so there’s no vapor when the user breathes out. This is considered better for you.
• Our products are designed to fill the void that giving up a bad hand-to-mouth habit can leave. When someone stops doing something they’d previously relied on, they will likely still find comfort in having something to reach for, breathe in, and fidget with. That’s where FÜM comes in! They can still do all of that, but in a guilt-free way. We’ve even built fidgetability into our devices, with magnets and a satisfying clicking airflow dial. We consider ourselves The Good Habit!

None of us are able to achieve success without some help along the way. Is there a particular person who you are grateful towards who helped get you to where you are? Can you share a story?

In college, I had a professor named Michel Bell who repeatedly emphasized that the simplicity of business was found in providing value to people. Oftentimes we can make business complicated, but at the end of the day, it comes back to the fundamentals of making people’s lives better. Everything else is fluff, get out there and figure out how to provide value, and success will follow if you focus on this. In hindsight, his advice and counsel has been instrumental in my career, and everything we do at FÜM.

Are you working on any exciting projects now?

Yes, we have a few things in the works we’re excited about! Two FÜM-funded third-party studies are currently in progress to further establish the efficacy and safety of our products. Given the historical inaccuracies in claims about safe alternatives, we’re committed to transparency. Our goal is to compile comprehensive documentation on the inhalation and digestion of natural plant compounds in our Cores, emphasizing the importance of third-party research. We want to provide a concise resource, ensuring our users can confidently explore the science behind FÜM. We’re also working on new, improved flavors, which will be launching this year. As always, they will be delicious, natural, and free from any nicotine or vapor.

How have you used your success to bring goodness to the world?

• Through FÜM’s success, we have stuck to our core mission: helping accelerate humanity’s breakup from destructive habits. Through both a scientific and empathetic lens, FÜM strategically addresses overlooked components of habit formation: Flavor, Fidget, and Fixation. By focusing on these fundamental aspects of habit formation, we aim to make a positive impact on people’s lives, promoting healthier alternatives and contributing to the global shift towards wellness and sustainability.
• We donate $1 of every FÜM sold to M4K orphanage. This has been a passion project of ours since the beginning, and while not directly related to our FÜM’s core mission, being able to help people in less fortunate situations brings us a lot of joy.

Do you have a favorite book that made a deep impact on your life? Can you share a story?

I came across “Mindset” by Carol Dwecke during college. The insights around having a ‘growth mindset’ were pivotal in my development as a person and continue to be foundational in who I am today. Another shoutout to “Man’s Search for Meaning” by Victor Frankl, the depiction of how hope can be found in the midst of the darkest suffering really changed me.

Can you share 5 of the most difficult and most rewarding parts of being a “TwentySomething founder”.

1 . Being able to be challenged by my work daily. Being a founder takes off the glass ceiling, there are no limits to what you can become, but also no guaranteed firm footing. Every day is a unique challenge. On the days I am overwhelmed and stressed by what is required of me, I remember that I would rather have this challenge and this epic adventure than to be comfortable. I had worked for years in construction prior to college, and though I appreciated aspects of the work, I was often bored with the lack of challenge in my work. For the most part I was able to show up every day and know what to expect and that I had what was needed. Being a founder is the polar opposite of this: I’m thrown new problems, opportunities, and challenges daily. Although this can become tiring, if I’m honest, I also love it!

2 . Never reaching the finish line. In the life of an entrepreneur, I’ve found it is easy to never feel stasis. In the early days of our company, I had the mentality that I would rest when I ‘finished’. In the process of building a business, there is no finish. There is always something to fix, always ways to make a better company, and always a bigger mountain to climb. This meant that I had to learn how to turn-off and rest at appropriate times even though there was no resolution. Accepting this reality is how I have been able to find a level of peace in my downtime.

3 . To do meaningful work for the good of humanity. I see a business as the best entity for societal change. Better than individuals, NGO’s, governments, or any other collection of individuals. I believe that businesses do not need to follow the law of the conservation of energy — a well designed business can create more positive energy than is what is put into it. This means designing a business that is beneficial to customers, team members, shareholders, and the broader culture. Businesses designed this way can be an ongoing benefit to the world. Although we are not perfect in this, I am excited by how FÜM is living into this aspirational template!

4 . There is no road map. Inherently when you are building something new and innovative, there is no predetermined ‘best’ route to build a business. In my early days of being a founder, I was constantly searching for the ‘right way’ to build our business. While there are best practices and great mentors to learn from (which should definitely be utilized!), I quickly came to understand that no one knows our business better than I do, and that at points no one will be able to perfectly guide me. As a founder, you need to be able to trust your gut, make calculated bets, and be ready to deal with the consequences.

5 . Everything is your fault and it doesn’t matter whose fault it is. As a founder CEO, when something goes wrong, ultimately it is your responsibility, no matter what. In many instances problems have arisen in our business that I would have loved to blame on someone else or be able to throw up my hands in surrender, but this doesn’t work. You can either work to eliminate problems, or problems will eliminate you. There is no cheat code or person to save you. This is a harsh reality of being a founder.

What are the main takeaways that you would advise a twenty year old who is looking to found a business?

My main advice would be to define a clear mission and purpose for your business venture and let it guide all of your decisions and actions. Embrace the daily challenges and uncertainties that come with being a founder, understanding that while it may be exhausting at times, the fulfillment of creating something meaningful outweighs the comfort of predictability.

We are very blessed that some of the biggest names in Business, VC funding, Sports, and Entertainment read this column. Is there a person in the world, or in the US whom you would love to have a private breakfast or lunch with, and why? He or she might see this. :-)

What is the best way our readers can follow you on social media?

https://www.linkedin.com/in/braeden-pauls-55712210a/?originalSubdomain=ca

https://www.instagram.com/breathefum/

This was very inspiring. Thank you so much for joining us!

About the Interviewer: Douglas E. Noll, JD, MA was born nearly blind, crippled with club feet, partially deaf, and left-handed. He overcame all of these obstacles to become a successful civil trial lawyer. In 2000, he abandoned his law practice to become a peacemaker. His calling is to serve humanity, and he executes his calling at many levels. He is an award-winning author, teacher, and trainer. He is a highly experienced mediator. Doug’s work carries him from international work to helping people resolve deep interpersonal and ideological conflicts. Doug teaches his innovative de-escalation skill that calms any angry person in 90 seconds or less. With Laurel Kaufer, Doug founded Prison of Peace in 2009. The Prison of Peace project trains life and long terms incarcerated people to be powerful peacemakers and mediators. He has been deeply moved by inmates who have learned and applied deep, empathic listening skills, leadership skills, and problem-solving skills to reduce violence in their prison communities. Their dedication to learning, improving, and serving their communities motivates him to expand the principles of Prison of Peace so that every human wanting to learn the skills of peace may do so. Doug’s awards include California Lawyer Magazine Lawyer of the Year, Best Lawyers in America Lawyer of the Year, Purpose Prize Fellow, International Academy of Mediators Syd Leezak Award of Excellence, National Academy of Distinguished Neutrals Neutral of the Year. His four books have won a number of awards and commendations. Doug’s podcast, Listen With Leaders, is now accepting guests. Click on this link to learn more and apply.