Interested in starting your own entrepreneurial journey in health and wellness but unsure what to expect? Then read up on our interview with Lincoln Cannon, founder, and CEO of Thrivous, located in Orem, UT, USA.

What's your business, and who are your customers?

Thrivous is a human enhancement company. Our mission is to help you access technology with the greatest potential to improve your brain and body and achieve your goals. To that end, we develop advanced nootropics to support healthy brain function and enhance mental ability. And we develop advanced geroprotectors to support healthy aging and promote life extension.

Tell us about yourself

I'm a technologist and philosopher. Most of us want to live long and healthy lives, engage in the world creatively and share it with people we love. Those desires led my wife and me to found Thrivous. Each day, we work to apply generally available and affordable technology, backed by the best available science, to make more lives better.

What's your biggest accomplishment as a business owner?

My biggest accomplishment as a business owner is always the most recent love letter that a customer sends to me. That feeling is the best way to make a living. And, as the tangible reasons for those feelings become increasingly clear through consideration and analysis, they can guide you to make your business better.

What's one of the hardest things that come with being a business owner?

It will probably take longer and be harder than you expected. You’ll probably be tempted to give up many times when it seems as if everything is conspiring to destroy you. But remember what the world looks like every sunny morning. And trust in the next one.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Love what your product does for you and others.
  2. Work with other talented people as partners and employees.
  3. Be prepared to fall and stand up again, over and over.

Where can people find you and your business?


If you like what you've read here and have your own story as a solopreneur that you'd like to share, then email; we'd love to feature your journey on these pages.

Feel inspired to start, run or grow your own subscription business? Check out and learn how you can turn "one day" into day one.