A version of this article previously appeared on Forbes.
According to Tige Young, Founder and CEO of Tui Tai Expeditions, entrepreneurs should de-emphasize ROI and focus on a more accurate measure of wealth, Return On Life.
I became acquainted with Tige, when I was researching examples of exemplary online customer service. In the resulting article, I describe Tige's deft handling of online trolls via the deft use of social media. My subsequent correspondence with Tige led me and my 13-year-old son to Fiji, where we experienced the Tui Tai firsthand.
As luck would have it, a large group cancelled their reservation at the last minute. As such, my son and I had the boat essentially to ourselves. Fortuitously, Tige's children were on school holiday, so he and his family joined us for several days.
As I got to know Tige, I became intrigued with his story. How did an American software engineer come to own an adventure travel company cited by National Geographic as, "one of the best adventure travel companies on earth?"