This week, I read two incredible books by Steve Sims: Bluefishing and Go for Stupid. I also revisited Jon Tyson’s The Intentional Father for a study I’m doing with some close friends. Each of these books challenged me in different ways, and together, they created a week full of inspiration about dreaming boldly, embracing challenges, and living with intention. I was so pumped up by these books that I decided to share the top takeaways that inspired me by this week’s readings. I hope you find these insights (and the books they come from) as helpful as I have.
Book 1: Bluefishing
Key Idea: Why Not You?
Steve Sims built the world’s most exclusive concierge service by helping clients experience once-in-a-lifetime moments. But it all started with one simple belief:
“Why not us?”
Growing up in a family of bricklayers, Steve was constantly told, “That’s not for us. We don’t shop at those stores or eat at those restaurants.” But Steve refused to accept that. Fast forward to his career. A client asked him to get an album signed by the band Journey. Instead, Steve asked, “Why not go bigger?” He got that client on stage to sing a full set with the band.
Later, a client wanted a private dinner in Florence. Steve didn’t just book a fancy restaurant. He closed the Accademia Gallery, served a gourmet meal at the foot of Michelangelo’s David, and had Andrea Bocelli give a private concert, all with 48 hours’ notice.
When he asked the museum curator how this was possible, the answer was simple:
“You’re the first person who ever asked.”
Book 2: Go for Stupid
Key Idea: Stop Playing Small
Steve’s second book, Go for Stupid, flips goal-setting on its head. The big idea?
People aim too low.
Most of us set reasonable, attainable goals and then fall short. But if you set ridiculously ambitious, even “stupid” goals and fall short, you’ll still land far beyond where most people ever dream. This is something we’ve talked about for years at Distant Moon:
“Shoot for the moon, and even if you miss, you’ll land among the stars.” (I know, cliche. But even the most cringey cliches can inspire.)
That’s why we’re not just building another media company. We’re working to create the most impactful media company of the 21st century by helping audiences wrestle with life’s deepest questions, learn more about the world, and understand their own humanity.
Book 3: The Intentional Father
Key Idea: Preparing the next Generation for Reality
In The Intentional Father, Jon Tyson reminds us that preparing the next generation for life means teaching them hard truths:
- Life is hard.
- You are not that important.
- Your life is not about you.
- You are not in control.
- You are going to die.
I found these truths incredibly freeing and encouraging. These realities build resilience, humility, and purpose. Furthermore, I think our society’s constant struggle with depression, discord, and loneliness can largely be linked to a collective failure to really believe that these truths apply to everyone. For instance, how many people secretly think they have it harder or that life is more difficult for us than some other more privileged party. One of the most freeing realizations in my life has been the realization that everyone experiences and must come to grips with the five principles above. And knowing you’re not alone in the struggle changes everything.
Why This All Matters
When you put these lessons together, they paint a powerful picture:
- Ask “Why Not?” Ask the questions others aren’t willing to ask. Ask for things others would be embarrassed to ask for.
- Dream bigger. Why self-limit our dreams? This is what most people do. Let’s not join them.
- Prepare for hardship. Build resilience for the journey. Live with purpose. Because life is too short to aim low.
But the deeper truth is this: Life is not about us. It’s about using our gifts, resources, and dreams to serve others and create a better world. When we dream bigger, we’re not just chasing success for ourselves. We’re creating space for curating incredible experiences for others, building impactful brands that change the world, and making a lasting difference for future generations. The most meaningful work happens when we stop asking, “What can I get?” and start asking, “How can I give?”
In the end, the greatest legacy isn’t what we accumulate, it’s what we give to our families, our communities, our world, and our Creator.
Here’s to Human Flourishing.
– Ian