This book seeks to provide an awakening for parents, challenging them to move away from stereotypical parenting to intentional knowledge-based parenting. It aims at challenging parents to think about the ‘brands’ of children they want. The book’s clarion call is, ‘What shall it profit you to advance in your career and make a lot of money but lose your child?’ Many find themselves thrust into parenting unprepared and thus become candidates for challenged parenting. The book calls upon guardians and caregivers to practice evidence-based parenting.