The Someday Study
The Someday Study
20,589 people. 20,589 somedays.
What would you regret never doing?
While writing our book, Experiential Billionaire, we asked 20,589 people around the world about their dreams, their fears, their regrets, and the experiences that mattered most in their lives.
Their answers became the foundation of my keynote, Make Someday Today.
77% said their life was not successful.
People told us, almost unanimously, that time is their most valuable asset. Yet 77% of those same people said they did not feel that their life was successful.
When we asked why, the answers were rarely about money or status. They were about regret: the trips they never took, the goals they never went after, the dreams they never chased.
What the Study Found
Less than 1%
say they would have no regrets if they died today.
81%
have carried their someday for as long as they can remember.
84%
of people over 65 are still carrying one.
80%
have no plan for the number one thing they want to do or learn.
The number one reason people never did what they most wanted to do?
They just didn't get around to it. They always thought they would have more time. Someday.
Most people already know what matters to them. What's missing isn't information. It's action.
What We Asked
- What are the most valuable things in your life?
- Do you feel your life is successful?
- Why or why not?
- What are your biggest regrets?
We also asked people about their someday, what they loved doing as kids, the skills they still want to learn, and their greatest fears.
Where Somedays Live
Relationships · 27.8%
Spend more time with my kids. Reconnect with an old friend. Tell someone I love them.
Adventure · 19.7%
See the Northern Lights. Visit all 50 states. Take a solo trip abroad.
Creativity · 15.7%
Write a book. Record an album. Make a short film.
Work · 12.8%
Ask for the promotion. Start my own business. Find work that feels meaningful.
Learning · 12.3%
Finish my degree. Learn another language. Learn to play an instrument.
Health · 11.6%
Run a marathon. Prioritize my mental health. Feel strong again.
What People Regret Most
Almost every regret was about something people didn't do.
1. Travel and exploration · 29.2%
2. Family, children, and loved ones · 19.3%
3. Love and partnership · 9.4%
4. Adventure and bucket-list experiences · 9.3%
5. Education and learning · 7.6%
6. Career, business, and creative ambition · 5.4%
What People Still Want to Learn
Music · 33% Language · 25% Sports · 10% Cooking · 10% Gardening · 5%
And most have no plan to start.
The Story Behind the Study
I've been obsessed with urgency ever since my father's near-death experience showed me how quickly time can run out. So when we set out to write Experiential Billionaire, I wanted to understand what people put off, why they put it off, and what it costs them.
Reading 20,589 answers was one of the most humbling experiences of my life. Almost no one was surprised by what they wrote. Deep down, we all know what matters. We just keep waiting for the right time.
That's why I built Make Someday Today. It isn't about telling people something they don't know. It's a reminder of what they already know, and a set of practical tools to finally act on it, at work and in life.
Joe Huff
Bring the Study to Your Team
Make Someday Today turns these findings into a high-energy keynote and hands-on workshop that helps your people stop waiting and start doing.
About the Research
As part of the research for Experiential Billionaire, 20,589 people were surveyed about their goals, fears, regrets, and most meaningful life experiences. Responses were collected voluntarily through Qualtrics via ExperientialBillionaire.com. Participants shared their age, income range, and location. No names or contact information were collected for marketing purposes.