Why Some People Never Die, Part III: Leaving a Better World Because We Lived
At the recent Rose Bowl Legacy Foundation ceremony honoring University of Michigan football coach Bo Schembechler, the stories that moved us most weren’t about championships or trophies—they were about Bo’s presence and his care, compassion, and dedication to people during their most vulnerable moments.
Rich Hewlett, one of Bo’s players, shared:
“If you played or coached for Bo, you were important to him. He stood by us in tough times—job losses, health issues, funerals. He stood by us in good times—our weddings, our children, our causes.”
That was Bo’s legacy. It wasn’t just about football—it was about being there for others.
What Does It Mean Never To Die?
When we think of legacy, we often picture a statue, a name on a building, or trophies on a shelf. But those fade. What lasts is the spirit we inspire in others—the courage, compassion, and integrity we awaken in them.
Bo’s life is a perfect example. His legacy lives on not because of his wins, but because of the lives he touched, the teams he built, and the lessons he taught.
Eileen Weiser, wife of my teammate Dick Caldorazzo, captured it after I shared my story about Bo:
“Bo never did die; did you hear in the stories just told that he continues to have an impact today?”
The Power of Stage IV Fulfillment
At FS/A, our Four Stages of Fulfillment framework describes the journey to lasting impact:
- Stage I Fulfillment – Meeting our primary needs
- Stage II Fulfillment – Learning, growing, competing
- Stage III Fulfillment – Benefiting others
- Stage IV Fulfillment – Creating a better tomorrow
The first three stages are necessary, but temporary. Only in Stage IV do we create legacy, when our lives ripple outward in ways that endure.
Stage IV Fulfillment is where Bo spent most of his life. He shaped players into not only better athletes but also better spouses, parents, teammates, and citizens. That was his “never die” fulfillment—his legacy.
In his later years, you could often hear Bo saying,
“How do people have bad days?! You get to smell the fresh morning air, hear the birds singing, and answer the phone to help those who need you. How can people say they’re having a bad day?”
That is what living life in service of a better tomorrow can do for us.
Brain Science and the Energy From Seeking To Leave a Legacy
Modern neuroscience helps us understand why this feels so good, so different:
- Stages I–III Fulfillment are fueled by stress chemicals—adrenaline and cortisol. They help us survive, but they also keep us be reactive and self-focused.
- Stage IV Fulfillment unlocks a different chemistry—oxytocin for bonding, serotonin for joy, and balanced dopamine for accomplishment.
This is why those who live for something bigger radiate a sense of vitality. Their energy uplifts, inspires, and multiplies.
Legacy in the Small Moments
Bo’s legacy wasn’t built in speeches or stadiums—it was lived in the small, personal acts of presence.
Family crisis: When quarterback Rich Hewlett’s wife faced cancer, Bo and his wife, Cathy, welcomed their family at the next football game. Bo put Hewlett’s sons on either side of him in the press box, explaining the game as if they were the most important people in the world.
A stranger and his dog: A chance encounter a Michigan student had with Bo while chasing his runaway dog led to a life-changing conversation. Decades later, that now-grown man was still striving to live in a way to make Bo proud.
These weren’t performances. They were moments of authentic care. That is the foundation on which legacy is built.
The Ripple Effect of a Life Well Lived
Another story from the ceremony shares the power of a brand built on leaving a positive legacy. A man in New Orleans, spotting a few former Michigan football players in Michigan shirts, said:
“I just want to shake the hand of a man who shook the hand of Bo Schembechler.”
Legacy spreads in ways we cannot measure. Integrity, courage, and love ripple across time, geography, and generations.
As teammate Dick Caldorazzo shared:
“He would fly across the country to visit us. He supported all of our endeavors. He would visit us in the hospital, counsel us, and counsel our children. Once, he walked one of our former players to the jailhouse door and supported that man, who later earned a master’s degree and a doctorate. He guided us through getting from boys to men through his principles—basic principles of honesty, integrity, respect, and honor for elders.”
A Challenge for Us All
Bo once told me, “I am never going to die.” At first, it seemed like he just wanted to keep living. Now, I understand better.
He lives on through his players, his families, and in countless communities he touched. His words and presence ripple forward because he lived with a Stage IV Purpose: to make the world better because he lived.
So, let’s end this series with this reflection:
- What stories will be told when you are gone?
- Who do you hope will live a more fulfilled life because you lived?
When we live with a legacy purpose—by celebrating the good in others, addressing values violations, mentoring the next generation, and showing up in moments of need—we also ensure that a part of us will live on.
Bo was right: Some people never die.