Why I Spent $5,000 on a Single Book And Don’t Regret a Penny

March 27, 2025
Three men are standing next to each other holding a hat and a book.

Last Wednesday, I found myself walking into a room full of strangers in Austin, Texas. I didn’t know a soul in person. I wasn’t sure what to expect. But I was there to honor a man I had never met face to face— John Ruhlin .
We had developed a virtual friendship over the past year and a half. We'd messaged, traded stories, and planned to record a podcast together in August. But life had other plans. John passed away suddenly on August 4th, just days before I was set to fly to St. Louis to meet him. I never got to shake his hand. But I already knew his heart.
John lived by one radical idea: that relationships can take you places marketing can’t™. And he didn’t just say it—he embodied it. Through his book Gift•ology , his work, and his way of living, he left a legacy of generosity that continues to ripple outward.
So when I was invited by Mike Dawid —John’s neighbor and one of his best friends—I booked a flight without hesitation. Sharlia from the Gift•ology team made it official and graciously gave me a seat at the main table. There I sat with John’s wife Lindsay Ruhlin, Justin Donald , Jesse Flocken , Nick Najjar , and their amazing wives. (My wife Brittany couldn’t be there, but I know she would’ve loved every moment of it.)
As I looked around the room, I was surrounded by generosity and warmth. These people weren’t just there for a book launch. They were there to carry a legacy forward.
But what I’ll never forget was watching John’s daughters, especially Reagan—so strong, composed, and present. The entire event was a masterclass in what happens when someone truly lives a life of purpose. It wasn’t a funeral. It wasn’t a marketing event. It was a movement fueled by love.
Throughout the day, they held both silent and live auctions. Coaching packages, experiences, products—all generously donated. Then two auctioneers stepped up to auction off a vintage Kiko Auctions hat. Rusty and Gene Kiko, from Canton, Ohio.
That name stopped me in my tracks.
See, I come from a farming family in Stark County, Ohio. The Kiko name was sacred in our circles. My grandpa, my uncles, my cousins—they all knew and worked with the Kikos. My cousin John worked there his whole life. My Uncle Dale put all the signs in for over a decade. That name was part of my family’s story.
So there I was, in Austin, hearing the Kikos auction off a $20 hat that felt like a time capsule from my childhood. I felt my grandpa’s presence so strongly. I knew he would’ve been proud of me. I raised my hand and bought the hat—for $1,000. And I had them autograph it. Sacred. Full circle. No coincidence.
Then came the auction for five special copies of Beyond Giftology, John’s final book, each signed by Lindsay and the Ruhlin girls.
That’s when Adam Stock stood up and said he would match the sale of every book, up to $25,000 total—$5,000 per book.
People started raising their hands. One, two, I bought the third book, then four. And then there was a pause and a stillness in the room. Adam got back up and came to the front of the stage and grabbed the mic and said two things, “Remember what John would always say…give til it hurts? And… What’s the cost of an idea that can change your life?
That’s when I raised my hand again.
I didn’t need another book. But I knew I needed to give. Because John always challenged us to give until it hurt. I couldn’t imagine the pain his wife and daughters are in as they navigate life without John. It was the least I could do. John has inspired me so much and his legacy even more.
Meeting Lindsay and seeing her love for John, his legacy, and her faith in Jesus was a sight to be seen. She is a strong well spoken woman who gave a powerful message to the audience. She shook everyone's hand and gave hugs at the end of the night and I have a feeling it won’t be long before the Ruhlin women are making boss moves in the radical generosity department. 
Now, I own two copies of Beyond Giftology—both signed by the people who mattered most to John. One will stay in my family forever. The other? I’m going to give it away. Maybe to someone who needs to learn what true generosity looks like. Or maybe to someone building a legacy of their own.
And here’s the part that gives me chills: John Ruhlin was born on March 16th. 3/16.
And if you knew anything about John, you know he loved Jesus. So tell me it's a coincidence that the man who taught the world how to give like Christ was born on John 3:16? You can’t make this stuff up.

To honor John’s birthday, I released a special tribute podcast on March 16th. It’s a mix of some older clips, voice notes, and a powerful segment from my interview with Cameron Herold—someone John loved and admired.
Please take some time and listen to it here .
It’s my way of saying thank you to a man whose legacy touched me deeply.

And if you want to help me carry this legacy forward:
Buy two copies of Beyond Giftology . Keep one. Give the other away.
Because someone in your life needs this book. And generosity has a funny way of multiplying when we give it away.

Thank you, John. For everything.
I’ll keep giving until it hurts. And I’ll never forget you.

A person is holding a card with a mountain in the background.

Whether you're driving, building, or reflecting — catch every episode of The Big Fish Cares Podcast on your favorite platform.

Where Real Conversations Live

A button that says listen on apple podcasts on a white background.
A youtube logo that says watch and listen on youtube
A button that says listen on spotify on it

Looking for more? Start here.

A finish line on an open road that keeps going, a picture of a founder without a definition of enoug
By Benny Fisher • November 5, 2026
If you don't define enough, your vision will spend everything you have. Four questions to ask before the next round of growth, from Benny Fisher.
October 22, 2026
It started at 250 dollars a month and grew to 30,000. Losing all of it in one month was the release that let me build what I was actually called to build.
By Benny Fisher • October 13, 2026
The snow is not the problem. The shaking is. Why thirty minutes of silence a day is how founders find the vision that was already sitting there.
Show More
A finish line on an open road that keeps going, a picture of a founder without a definition of enoug
By Benny Fisher • November 5, 2026
If you don't define enough, your vision will spend everything you have. Four questions to ask before the next round of growth, from Benny Fisher.
October 22, 2026
It started at 250 dollars a month and grew to 30,000. Losing all of it in one month was the release that let me build what I was actually called to build.
By Benny Fisher • October 13, 2026
The snow is not the problem. The shaking is. Why thirty minutes of silence a day is how founders find the vision that was already sitting there.
Why a weekly cash review gives home service founders fewer surprises and more peace.
By Benny Fisher • October 1, 2026
Most founders only check cash when panic hits. Here's the weekly cash review I give home service owners: same day, same time, 13 weeks ahead.
BENNY FISHER VISIONARY NAVIGATOR
By Benny Fisher • September 22, 2026
March 2021, a Texas ranch, and six people from my leadership team. You cannot reheat a room. The conference is not the trip. The van is the trip.
By Benny Fisher • September 11, 2026
You can delegate the P&L, the hiring, the whole calendar. The care comes back every time, and it moves up to you. The founder's real job.
He Already Had Number Ten
By Benny Fisher • September 3, 2026
The ten disciplines from Gino Wickman and Rob Dube, handed to a friend on a back porch in July. Where I argue with the order, and the one discipline a man can hide inside.
By Benny Fisher • August 27, 2026
You never know what's going to happen at the intersection of one point in time and a few people willing to tell the truth.
By Benny Fisher • August 20, 2026
I walked into a leadership meeting with a client's team about a year into working with them. Twelve people around the table. Everyone had a status update. Everyone gave their status update. An hour later, we had a shared understanding of what had already happened and nothing had been decided. That is not a meeting. That is a group status email that required everyone to show up in person. WHAT A REAL LEADERSHIP MEETING DOES There is a version of the weekly leadership meeting that most teams never experience. One where the issues that have been bouncing around in people's heads all week get named out loud, get owned by the right person, and get resolved before they become next week's bigger problem. That version requires three things that most teams skip. First , the issues have to be named honestly, not diplomatically. Diplomatic issue identification produces incomplete lists. What you are actually worried about has to be said in the room, not saved for the parking lot conversation after. Second , they have to be solved at the right level. Most of the time the founder is not the right person. A mature team asks who is actually closest to this problem, and puts the solve there. Third , the priorities have to stay honest. Most leadership teams do not need more ambition. They need fewer things on the list, held with more discipline. When every item is labeled important, people quietly stop believing anything actually is. WHAT CHANGED WHEN THEY CHANGED THE MEETING We rebuilt the format with that client. Same people, same time slot, different structure. A short pulse on the numbers, a review of what moved and what stalled on the real priorities, then time to identify and solve the actual issues, not report on them. Three things happened in the first month. The founder stopped carrying half the company's unresolved issues home over the weekend. The team started solving things without waiting to be told. And the leadership conversations shifted from status reporting to real decision-making. The meeting did not fix the business. It created the conditions for the team to fix the business themselves. THE QUESTION TO BRING TO YOUR NEXT MEETING Before your next leadership meeting, write down the three things you are most worried about in the business right now. Not the agenda items. The real things. Then ask: do these get named and solved in our weekly meeting, or do they stay in my head until they become a crisis? If the answer is your head, the meeting needs to change. A business that still depends on the founder's nervous system to hold its unresolved issues has not yet built a real leadership team. It has built a group that reports to a person. What is sitting in your head right now that belongs in a room with your team? Prepared by Benny Fisher | Visionary Navigator | bennyfisher.com
By Benny Fisher • August 13, 2026
Do the exercise. Not in your head. On paper, this week. Pick the age. Write the five. Write the obituary your kid reads. Then extend it, and write what you would do with the extra time.
Show More