Parasailing with Baba: Why Core Memories Matter More Than Swag

Over 25 years ago, I wanted to go parasailing. I was a teenager, and the only person willing to strap in and soar hundreds of feet above the ocean with me was my Baba - in her mid to late 60s at the time.

That’s who she was. Always up for experiences. Always saying yes to living life. Always creating memories worth keeping.

It’s been six years since she passed, and yet this memory is still as vivid as the salt in the air that day. Not because of the ride itself, but because of the feeling, the bravery, the laughter, the connection.

And here’s what’s wild: I remember every detail not just because I lived it, but because we took a photo. One snapshot froze that moment in time. Now, every time I see it, I don’t just remember what happened, I relive it.

That’s the power of experiences.

They outlast the thing itself.

They live on in memory, and when paired with something tangible, a photo, a token, a note, they become part of our legacy.

What This Means in Business

Too many companies chase transactions and “stuff.” They think loyalty is built with branded mugs, pens, or swag. But those things don’t create memories. They don’t tell a story.

A moment does. A feeling does. An experience does.

When you design experiences with intention, you’re not just delivering a service, you’re creating something your clients will relive and retell. That’s where loyalty is born. That’s where referrals multiply. That’s where brands become unforgettable.

The Amplify Lesson

Experiences don’t have to be expensive. My Baba didn’t need a yacht or a five-star dinner to give me one of the greatest memories of my life. All it took was her willingness to say yes, to be present, and to do something unexpected.

Businesses can do the same.

A handwritten note.

A personalized detail.

A moment designed with care.

Because in the end, people don’t remember what you gave them. They remember how you made them feel.

That’s why I built Amplify Experiences, to help companies move past the noise of branding and start designing memories that matter. Because the truth is, clients can forget your swag. But they’ll never forget how you made them feel when you dared to soar.