Nodari Rizun holds degrees in business, economics, and law. While his true calling is as a human and civil rights attorney, his lifelong passion has always been health.
During his Ph.D. studies at the University of Hamburg, he began developing ideas that would later shape the foundation of Pürblack. From 2004 to 2012, he conducted extensive research on Shilajit and Mumie resins, exploring their historical significance and mentions in ancient texts such as those of Avicenna, the Charaka Samhita, and Eastern folklore.
Company: Pürblack
We are thrilled to have you join us today, welcome to ValiantCEO Magazine’s exclusive interview! Let’s start off with a little introduction. Tell our readers a bit about yourself and your company.
Nodari Rizun: My name is Nodari Rizun. I am the founder of Pürblack. We produce advanced natural supplements designed to slow biological aging, elevate calm, enhance strength, and boost productivity. Our mission is to help people perform at their highest level – mentally, physically, and spiritually.
If you were in an elevator with Warren Buffett, how would you describe your company, your services or products? What makes your company different from others? What is your company’s biggest strength?
Nodari Rizun: We produce genuine shilajit resin, a rare substance historically reserved for pharaohs, kings, and elite royalty. Our product quality is unmatched. What we offer today is what was once only accessible to rulers. We deliberately avoid trends. Our focus is long-term efficacy, not hype. Even though shilajit has been used for thousands of years, we continuously innovate and refine our methods. Our greatest strength lies in the real-world results our customers experience. Pürblack is about outcomes, not empty promises.
Quiet quitting, The Great Resignation, is an ongoing trend causing many businesses to struggle to keep talent engaged and motivated. Most are leaving because of their boss or their company culture. 82% of people feel unheard, undervalued, and misunderstood in the workplace. In your experience, what keeps employees happy? And how are you adapting to the current shift we see?
Nodari Rizun: We’re proudly anticorporate. I put the happiness and well-being of my team ahead of short-term profits. We might lose a little financially in the short run, but we gain long-term loyalty, talent retention, and genuine alignment. I also don’t hire people who are just in it for the paycheck – that’s never a strong foundation.
What keeps employees happy? It’s highly individual. Everyone has different needs, but at the core, people want to feel supported, understood, and never exploited. I work to build a culture that is kind, purpose-driven, and the exact opposite of the rat race. The result is a calm yet highly motivated team environment.
One unique part of how I lead is by integrating astrology into our operations. I use it to help plan launches, meetings, and strategic decisions – not from a place of superstition, but from understanding timing and energy. It’s about aligning intention with natural cycles. This subtle layer helps reduce friction and supports flow, both individually and collectively. As for adapting, I don’t. We don’t follow trends. We set them. We build from values, not market noise. There are companies that look successful on the outside but are built on greed. We remind ourselves constantly: we are not that. And that commitment ironically has worked beautifully.
Online business keeps on surging higher than ever, B2B, B2C, online shopping, virtual meetings, remote work, Zoom medical consultations, what are your expectations for the year to come and how are you capitalizing on the tidal wave?
Nodari Rizun: I don’t believe in wasting people’s time commuting. Everyone does better work when they’re in an environment that suits them, and often that’s at home. I encourage the team to upskill, especially in AI and automation, and we rely heavily on Zoom and other tools to keep everything connected.
Business is all about overcoming obstacles and creating opportunities for growth. What do you see as THE real challenge right now?
Nodari Rizun: The biggest, most urgent challenge we face is environmental destruction. Every industry contributes to it, and while most short- and mid-term business challenges can be solved, the damage to the planet might be irreversible in our lifetimes. That’s the real crisis, one that affects us all, whether we admit it or not.
In your experience, what tends to be the most underestimated part of running a company? Can you share an example?
Nodari Rizun: The daily grind – the emotional, physical, and mental toll that builds up over the years is deeply underestimated. The pressures on founders and CEOs are intense and often invisible to the outside world. People see the “success” and the charts but not the burnout, stress, or long-term effects it can have on your health.
One way I manage this is through astrology, which I use as a decision-support tool. It helps me stay grounded, manage energy, and create rhythm in a world that’s often chaotic. It’s not a crutch, it’s a compass.
On a lighter note, if you had the ability to pick any business superpower, what would it be and how would you put it into practice?
Nodari Rizun: Can I have more than one!? If I had to choose, I’d grant everyone on the team the ability to enter a 100% state of flow on demand. Imagine a team of people operating in peak focus and creativity that’s where real magic happens. It’s not far from reality, honestly. With the right culture, it’s possible to create an entire company of quiet wizards.
