Last Sunday, more than 70,000 people attended the Super Bowl in Santa Clara, California.

Among them was a familiar group: friends, family members, and business associates of Bill Campbell—the legendary business leader and mentor featured in Trillion Dollar Coach.

Every year, Bill brings this group to the Super Bowl, covering tickets, travel, and lodging costs. It was a tradition he started in 1985 and one he faithfully keeps through the present day.

Pretty cool, right?

Well, here’s the most remarkable part: Bill Campbell passed away in 2016.

You see, before his passing, Bill chose to endow the Super Bowl trip (yes, you read that right). He set aside enough money in an investment account to ensure it would continue for at least ten years after he was gone. He did the same for his annual fishing trip, baseball trip, and Kentucky Derby trip.

Why would he do that? 

Well, Bill understood the Power of Moments as well as anyone I’ve ever encountered. He believed shared experiences outside of work were essential for building trust, loyalty, and real community—so essential, in fact, that he made sure they would continue long after he wasn’t around to host them himself.

According to those who knew him best, these trips were never a “look at me” performance or a way to build influence. In fact, Bill actively avoided credit. He gave because he genuinely believed people mattered—and because he felt a responsibility to use what he had in service of others.

That quiet, unassuming generosity is what made his leadership so powerful. People trusted him precisely because his actions were rooted in care, not image—and because everyone around him knew the point was never Bill, but the people he loved.

Bill Campbell had his flaws, like all of us. Still, his endowed Super Bowl trip teaches a simple lesson: the relationships we nurture and the moments we create can echo far beyond our time on earth. 

A few reflection questions to that end:

1. Who in your life consistently brings people together and creates moments that matter—and how could you thank and/or learn from them?

2. What small, intentional “moment” could you create this week for your team, friends, or family—something they’ll remember long after?

3. How might these moments strengthen trust, connection, or joy in the people around you?

Books for fellow travelers

Bill’s legacy of generosity has me wanting to do likewise, so I’m going to give away some books this week. The ones I mentioned above—Power of Momentsand Trillion Dollar Coach—are two of my favorites when it comes to creating moments of meaningful connection and I’d like to give away copies of each. If you’d like one, just reply to this email by Monday morning at 9 am and I’ll pick the winners at random. 

Carry on fellow travelers, we’ll talk soon!