As families across the Philippines gather for Christmas celebrations, a seasoned advisor is issuing a crucial warning to business founders and self-made millionaires. The very comforts of the season, he argues, could be quietly undermining the legacy they worked so hard to build.
The Unseen Danger in Holiday Comfort
In a heartfelt open letter published on December 22, 2025, business strategist E. Soriano addresses founders directly. He acknowledges their journey, which often began with poverty, rejection, and immense risk. Through discipline and sheer hard work, they built enterprises that changed their family's trajectory forever. A silent vow was made: "My children and grandchildren will never go through what I went through."
Soriano notes that the holidays make success visible. Families gather in beautiful homes, travel in luxury, and enjoy traditions funded by decades of sacrifice. There is nothing wrong with this comfort—it is earned. However, he identifies a quieter, more dangerous revelation: many in the next generation, including grandchildren and in-laws, experience the rewards of wealth without understanding its origins.
From Builders to Consumers: A Historical Precedent
The core problem, according to Soriano, is not luxury but "comfort without consciousness." Over time, success can train the extended family to become consumers of outcomes rather than stewards of the systems that create them. Money feels permanent, risk feels distant, and consequences feel optional.
This risk is especially magnified for in-laws, who may love the family but have no firsthand understanding of the sacrifices and discipline that built the enterprise. Without clear boundaries and education, they can unintentionally influence decisions and values without appreciating the fragility at stake.
Soriano points to a sobering lesson from history: the Vanderbilt fortune. Built by the grit and focus of Cornelius Vanderbilt, it was one of the world's greatest. Yet, within a few generations, much of it was gone. The heirs and their spouses were not immoral or incapable, but the family shifted from builders and stewards to mere enjoyers and consumers. The fortune dissolved.
A Holiday Call to Action for Founders
Soriano reframes the founder's greatest present responsibility. It is no longer just building wealth, but "preparing the entire family system to carry it." This includes children, grandchildren, and in-laws.
He urges founders to ask themselves tough questions this season:
- Have I protected my children from hardship—or from growth?
- Have I helped in-laws understand the values and responsibilities behind this wealth?
- Do they all understand how fragile this success truly is?
- Have I taught them how to enjoy wealth, but not yet how to steward it?
This is not a call to remove comfort, but to add perspective, responsibility, and meaning. Luxury can be enjoyed, but stewardship must be taught. The holiday season, centered on passing on what matters most, is the perfect time to begin these essential conversations.
Soriano concludes his letter by wishing readers a Christmas that brings not only rest and joy but the clarity to use time wisely with family and purpose. He also promotes an upcoming practical webinar titled "Navigating 2026" for CEOs and founders. The no-nonsense Zoom session, scheduled for January 24, 2026, Saturday, at 10 a.m., will address operational overload, strategic decision-making, and disciplined leadership. Interested parties can call 0917-324-7216 and ask for Christine or email service@wbadvisoryasia.com to join.
