In 2025, my first year of snow mountain climbing, I’ve ascended more than ten snow-covered peaks. Walking silently through the otherworldly, silvery quiet of the mountains—an experience that doesn’t exist in summer climbing—refreshes both mind and body, and I was completely captivated by the view from the summit of snow-covered mountains. (The picture below is of a little snow monster on Mount Azumaya.)

However, snow mountain climbing is undeniably much more intimidating than hiking in the snowless seasons. The unpredictable weather (extreme cold, strong winds, blizzards, etc.) combined with the absence of trail markers, pink tapes, and tracks buried under the snow made me acutely aware of the risk of getting lost, and even the danger to my life. That said, I learned three important lessons from snow mountain climbing that are also relevant to business.

1. Proper Equipment for Snow Mountain Climbing Compared to snowless mountain climbing, the risks of injury and getting lost due to insufficient (or inappropriate) equipment in snow mountain climbing are far greater. It’s crucial to gather as much information as possible about the snow mountain you’re about to climb, including the latest conditions and weather reports, and to properly equip yourself for snow mountain climbing. (As seen in the photo below, once the snow depth reaches a certain point, if you don’t have the right equipment like crampons or snowshoes, you might not be able to move forward as you’ll sink into the snow.)

This is similar in business. In SOPHOLA’s core business of digital marketing technology consulting and outsourcing, I feel secure climbing the mountain because I have the level of knowledge and experience that I can proudly call myself an “expert.” For new businesses we’re about to start, it’s equally important to accumulate the necessary knowledge and experience as we go.

2. Return to the Original Path as Soon as You Get Lost This is a key lesson for any type of hiking, but especially important in snow mountain climbing, where daylight is limited and weather conditions change rapidly. If you get lost, thinking “I’ll just keep walking, and I’ll somehow get back to the correct trail,” you could end up in an irreversible place where it’s impossible to turn back.

In business, if you feel lost and confused about the direction, it’s often wise to go back to where you started. The more resources you’ve invested, the harder this decision becomes, but making the decision to “return to the original path” before things go too far is crucial. (The picture below shows me continuing to walk after getting lost, then resting when I was exhausted. Haha.)

3. Have the Courage to Retreat This is similar to point 2, but the decision to “abandon the summit and start the descent” is an incredibly tough one. After all the adjustments and time spent to make climbing the snow mountains possible, to give up and turn back feels incredibly difficult… However, if you calmly assess the weather and snow conditions and determine that continuing is too dangerous, taking the “retreat” action is what ultimately protects your life.

This can also be applied to business. For example, we find international partners, conduct trials, invest significant money and time (over the course of years) into sales and marketing, and develop the business. But deciding to completely discontinue a service is a really tough (and sometimes heartbreaking) decision. Yet, when something happens that makes you realize, “Continuing this will not benefit either side’s business,” having the courage to make the “retreat” decision is essential to prevent further catastrophic damage.

When I started mountain climbing, I had no intention of doing snow mountain climbing. Even in just a few months, it has taught me so much with powerful experiences and impressions, and I genuinely feel thankful that I began this journey! Do you have any significant lessons from your hobbies or daily life that connect to business? I’m very interested, so if you get the chance, please share!

Masaki “Mark” Iino
Founder & CEO
SOPHOLA, Inc