January is one of my favorite months of the year. While many people head south to escape the chill, I see winter as an exciting opportunity to lean into the snow and embrace all the adventure it brings.

For the past 5 years I have hosted an event called the Cedar Summit. A gathering of family, friends, and like-minded people at a cozy backcountry skiing lodge nestled deep in the mountains of British Columbia (BC).  

BC is a breathtaking place, with vast wilderness, crystal-clear lakes, towering mountains, and some of the best snow in the world. While the skiing is incredible, and the lodge offers fantastic food and charm, the most unforgettable part of this trip is the epic experiences shared with quality people.

This trip is more than just a getaway adventure; it’s been intentionally created and curated to forge deeper connections with people we value. In addition to bringing our own adult children, we invite a select group of individuals of whom we share similar values. Some of the other attendees also bring their kids, which gives this trip a truly unique, family-friendly vibe.

Over the course of a few days, we laugh and play in the snow, dive into interesting conversations and most importantly, we create memories that will last a lifetime.

Why Experiences Matter

A book that has profoundly shaped my thinking is Die with Zero by Bill Perkins. The title might seem a bit strange since it goes against what many of us have been taught: save as much as possible, retire with plenty, and leave a financial legacy for the next generation. But Perkins challenges us to think differently about wealth.

My core takeaway from his book is that money left unspent at the end of life represents missed potential—opportunities that could have been used to create profound impacts on others and craft extraordinary experiences and memories. Perkins refers to this concept as your Return on Experience (ROE). His approach isn’t about encouraging careless spending but rather about intentionally using your resources to maximize freedom and fully embrace life’s most meaningful moments.

Not All Experiences Are Equal

While I agree with much of Perkins’ philosophy, I would challenge the idea that it’s solely about accumulating more experiences. Just as financial investments yield different rates of return, the return on your time invested in pursuing experiences can vary.

This year at the lodge, we met a man named Dave who had traveled a long way, on his own, to ski in the back country. At first I was impressed by his commitment to pursue his passion of skiing. Yet, as I pondered further, I couldn’t help but feel sorry for him.  Dave was in the same beautiful environment as us, yet his experience didn’t carry the same level of richness. This got me to think that experiences alone aren’t the ultimate goal; it is the quality of the experiences that will determine how our most meaningful memories are formed.

During the years I spent scaling my toy businesses, I had the opportunity to travel extensively and witness breathtaking sights around the world. Yet, many of those memories now feel surprisingly hollow. Why? Because I didn’t have someone with me—a person with whom I had a truly close relationship—to share in those moments.

The truth is, it’s not the quantity of experiences that matters most—it’s their quality. And that is profoundly shaped by the quality of the people you share those moments with and the depth of trust you’ve developed together.

What I have discovered is that the formula for maximizing your ROE can be expressed as follows:

Where:

• E  = The Experience

• QP  = The Quality of the People

• T  = The Level of Trust Between the People

An experience, on its own, is just that—an experience. Its significance and meaning are amplified by the quality of the people you share it with. The depth of connection with those people often stems from shared beliefs and values. For instance, you might have a friend who shares your passion for a favorite sports team, and attending a game together would likely be a fun and memorable experience. However, it’s unlikely to rank among your all-time greatest memories—unless it’s something extraordinary, like a championship game.

While the experience itself and the quality of the people involved are important, the true cornerstone is the level of trust within those relationships. Trust is the ultimate “x-factor.” It’s built over time and requires a willingness to be vulnerable with one another. This foundation of trust can elevate a good experience into something extraordinary, creating lasting memories that you’ll cherish a lifetime and ultimately providing you with the highest ROE.

Living Fully

As I reflect on meeting Dave and then comparing his experience with those of the people who attended the Cedar summit, it highlights an essential truth: meaningful experiences aren’t just about carving through fresh powder or enjoying gourmet meals by a roaring fire. The real joy lies in the quality of relationships with the people we share those moments with. It’s in the laughter, the stories, and the deeper connections that we leave on each other a lasting impression.

When we take the time to intentionally design meaningful experiences with the people we love, we not only enrich our own lives but theirs as well.

So this winter, I encourage you to embrace adventure. Step into the snow, seek out experiences with quality people and a high level of trust that will matter, and craft magical memories that will last a lifetime. True wealth isn’t about the money you make—it’s about how you use it to create unforgettable moments in living your life to the fullest.

As you reflect on this week's newsletter, reflect and ask yourself the following questions: 

1. How do you currently prioritize quality over quantity when creating experiences, and how might focusing on deeper connections enhance those moments?
2. What steps can you take to intentionally design experiences that align with your values and cultivate trust with the people you share them with?
3. Reflecting on your own “Return on Experience,” how can you use your resources more effectively to create meaningful, lasting memories with the people you value most?

Brad Pedersen

Vijay Krishnan

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