Unbalanced on Purpose

“Finally, someone has the courage to say what every high-achiever secretly knows: Perfect balance is a lie. Brendan Keegan doesn’t just debunk the myth–he hands you a practical framework for designing a life that actually works. The Six Circles of Connection gave me language for decisions I’ve been making instinctively for years. This book should be required reading for anyone who’s ever felt guilty about going all-in on what matters most.”
– Zak Brown
CEO, McLaren Racing

“In Unbalanced on Purpose, Brendan busts the myth of achieving perfect balance in life. Instead, he offers a framework that liberates one to be intentionally unbalanced. Critical to this framework are his Six Circles of Connection and the tools to be conscious in managing these Connections through one’s life. He provides concrete guidance on how to do this, coupled with compelling examples, and self-effacing anecdotes which make this a relatable proposal.”
– Martin A. Schmidt
President, Rensselaer Polytechnic Institute

“In an always-on digital world, the chase for ‘perfect balance’ can be elusive. Through my own career, I’ve learned that true fulfillment comes from intentional choices, not perfect equilibrium. Brendan Keegan’s Unbalanced on Purpose is a strategic playbook for this modern leadership discipline, giving leaders permission to be ‘unbalanced’ for a reason–to focus energy where it creates the most impact. It is an essential guide to help reclaim your time and lead with intention.”
– Kirsten Rhodes
Chief Client Experience Officer, Deloitte

“The perpetually elusive and never-ending quest for perfect balance is one of the most unattainable goals we all strive for, in leadership and in life. Unbalanced on Purpose cuts through the noise with a simple truth–progress requires focus, trade-offs, and a level of creative chaos that almost always feels unbalanced. Brendan Keegan offers a practical framework that empowers leaders to strategically manage through the imbalances in their professional and personal lives to achieve what matters most to them, and not at the expense of everything else. This book is not about doing less; it is about doing the right things, deliberately, to live your best life while embracing being ‘unbalanced.’”
– George Mattson
CEO, WheelsUp

“Every leader I know is exhausted from chasing a version of ‘balance’ that doesn’t exist. Brendan Keegan calls the bluff. Unbalanced on Purpose isn’t about doing everything–it’s about knowing what deserves your all right now and having the guts to choose. The Six Circles framework is deceptively simple and ruthlessly effective. I’ve already shared it with my entire leadership team. If you’re tired of feeling like you’re failing at a game with impossible rules, Brendan just handed you a new playbook.”
– Eric Price
Managing Director & Head CIBC, US Capital Markets

“At twenty-six, I built the UK’s largest pension retailer. At thirty-six, I walked away to help my son chase his dream. Each season required a completely different allocation of my time and energy. After watching Lando become World Champion and Flo compete internationally in showjumping, I can tell you: Neither achievement came from keeping everything perfectly even. They came from intentional choices, made with purpose. That’s exactly what Brendan teaches in Unbalanced on Purpose.”
– Adam Norris
Founder & CEO, PURE Electric; Dad/Manager, Formula 1 World Champion Lando Norris

“Like a great coach using a time out to maximum effect, Brendan Keegan asks us all to take a breather to examine our priorities and how we are managing our most important asset, time. Unbalanced on Purpose has a message for every reader, whether new to the workforce or contemplating life to come after a career. Keegan’s encouragement to act with intentionality comes with a realistic acknowledgment that there’s no such thing as perfect balance. The best we can all do is to examine our own priorities and decide for ourselves what matters most at each phase. Thanks, Coach Keegan!”
– Will Shields
Partner, Ropes & Gray

“Life is shaped by the choices we make, whether we approach them intentionally or let the noise of everyday busyness decide for us. Brendan offers a thoughtful and intentional reminder that perfection isn’t the goal. What matters most is making choices that align with who we are and who we hope to become.”
– Andrew Braithwaite
Managing Director, Cynosure Partners

“As a Co-CEO mom with young children and a demanding career, I’ve read almost every work-life balance book on the market. Most left me feeling like I still wasn’t able to balance both worlds. Unbalanced on Purpose was different. Brendan Keegan understands that sometimes your kids need 80% of you, and sometimes your work does–and neither makes you a bad parent or a bad professional. His ‘Conscious Circle Check-ins’ have become a monthly ritual in our household. This book doesn’t add to your guilt; it sets you free from it.”
– Danielle Carter
Co-CEO, ExpressIt Delivery

“Unbalanced on Purpose is a powerful reminder that chasing perfect balance often holds us back from real growth. As a former college athlete and now as a young professional navigating the fast pace and constant challenges of my career, I have learned that progress rarely happens in ideal conditions. This book reframes imbalance as a natural part of pursuing meaningful goals. Its message helped me approach demanding relationships, shifting responsibilities, and the growing expectations with more clarity and direction. Unbalanced on Purpose is not about doing everything. It is about focusing on what matters most and building the habits and purpose needed to move forward even when life feels uneven.”
– Victory Abraham
Proud mentee of Brendan Keegan; Financial Analyst, GM Finance

BRENDAN P. KEEGAN is an award-winning six-time president & chief executive officer and the visionary leader behind the bFEARLESS movement. Keegan has raised over $10 billion in capital while leading over 250,000 people and the successful execution of six liquidity events. Today, he serves as co-owner and board member of Andretti Racing, United Autosports, Merchants Fleet, Sky Meadow Country Club, Revolution Armor, ExpressIT Delivery, and Keegan Family Courage & Faith Foundation. Brendan’s most recent fearless leader experience was as chairman, CEO, and president of Merchants Fleet where his vision disrupted the industry and transformed the business resulting in 5X top line growth, 19X bottom line growth, and 12X enterprise value growth.

An award-winning author, Keegan’s most recent book The FUD Factor: Overcoming Fear, Uncertainty & Doubt to Achieve the Impossible was a Wall Street Journal and Amazon bestseller. Brendan lives in New Hampshire with his wife, Dana. Together, they raised two fearless kids, Kaylie and Patrick.

This item is eligible for free returns within 30 days of delivery. See our returns policy for further details.