What If the Life You Want Is Actually Buildable?
Most people love to fantasize about the life they wish they had.
The dream version. The “one day” version.
The escape plan that never becomes anything more than a thought.
Here’s the truth: thinking about a different life is just fantasizing — until you put it on paper.
If you want it to become real, start writing. Make a plan. Research what’s required.
Get your ideas out of your head and into the physical world — for me, that’s Evernote. The moment you do, the dream turns into a blueprint. And blueprints can be built.
From there, it’s “simple”.
Quit fantasizing. Start building. Brick by brick. Day by day. Choice by choice.
You’re not stuck. You’re just avoiding the work and the changes your dreams actually demand. And you know it. It’s never too late to start.
My boy turned ten yesterday. Time moves fast.
This year I’ve been thinking a lot about the second half of life. When your kid is young, you’re anchored — school, friends, routines. But he’ll choose his own path soon enough, and that opens a window. A rare one.
I turned 50 two years ago, and it made something very clear:
the next 15–20 years are wide open if we design them intentionally.
We moved to our current location in 2011 because of business. We needed a warehouse we could afford, and we built the company from scratch. That phase required being rooted in one place.
But that chapter is done.
Today we can steer everything remotely. We have a team running the day-to-day.
We’re not tied to geography anymore.
So I’ve been asking myself a simple question: What do we actually want the next 20 years to look like?
And the answers go in every direction.
Hong Kong. Close to Shenzhen. Perfect if you love sourcing and building products in the center of Asia’s momentum. I’d love my son to study somewhere in Asia — it’s where the future is moving. But Hong Kong is absurdly expensive. And the real question is whether it’s a place I want to live full-time. Maybe the hybrid approach makes more sense: 2–3 months a year.
Then Iceland — breathtaking, wild, alive. Also expensive. Also extreme. But unforgettable.
Innsbruck, Austria appeared out of nowhere.
Compact. Beautiful. Minutes from skiing, hiking, MTB. A very livable blend of city and mountains.
Then the wild idea:
buy a lodge in Africa.
Live inside the world we love. Wake up to lions, film, host, create.
Incredible — but a massive leap.
And then there’s the grounded option: keep our current house as a summer home,
and move north to Åre.
Ski all winter. Hike and mountain bike all summer. Be surrounded by landscapes worth shooting every single day. A safer move — but still a better life.
So many paths. All possible. All within reach.
And that’s the point.
Most people ask, “What should I do?”
But the better question is: “What life do you want to build — and what are you willing to do to make it real?”
So I’ll ask you:
If the next 15–20 years were truly yours to design, what life would you create?