It Takes A Tribe: Building The Tough Mudder Movement
by Will Dean /
2017 / English / EPUB
22.6 MB Download
“Who on earth wants to jump into ice baths and run through fire
and wallow in mud on a Sunday afternoon, just for the hell of it?”
my professors asked. My gut feeling was—plenty of people.
“Who on earth wants to jump into ice baths and run through fire
and wallow in mud on a Sunday afternoon, just for the hell of it?”
my professors asked. My gut feeling was—plenty of people.
Will Dean, founder of extreme obstacle course Tough Mudder, shares
the thrilling inside story of how a scrappy startup grew into a
movement whose millions of members feel like co-owners. He shows
how other companies can embrace the Tough Mudder playbook by
nurturing tribes of passionate fans while constantly experimenting
with new risks.
Will Dean, founder of extreme obstacle course Tough Mudder, shares
the thrilling inside story of how a scrappy startup grew into a
movement whose millions of members feel like co-owners. He shows
how other companies can embrace the Tough Mudder playbook by
nurturing tribes of passionate fans while constantly experimenting
with new risks.
After five years as a British counterterrorism officer and two
years at Harvard Business School, Dean was determined not to follow
his classmates to Wall Street or Silicon Valley. Instead, he
pursued his unique vision for an extreme obstacle course—a ten- to
twelve-mile gauntlet pushing participants to their limits and
helping them surpass those limits together. Instead of cutthroat
competition, Tough Mudder would be about continual self-improvement
and collective energy.
After five years as a British counterterrorism officer and two
years at Harvard Business School, Dean was determined not to follow
his classmates to Wall Street or Silicon Valley. Instead, he
pursued his unique vision for an extreme obstacle course—a ten- to
twelve-mile gauntlet pushing participants to their limits and
helping them surpass those limits together. Instead of cutthroat
competition, Tough Mudder would be about continual self-improvement
and collective energy.
It would be about the power of a tribe.
It would be about the power of a tribe.
Dean and his small team launched the first Tough Mudder event in
May 2010, hosting 5,000 pioneers at a deserted ski resort in
Pennsylvania. Just seven years later, more than 3 million people on
four continents have participated at least once, and hundreds of
thousands have done so repeatedly. More than 20,000 are so
committed that they sport a Tough Mudder tattoo.
Dean and his small team launched the first Tough Mudder event in
May 2010, hosting 5,000 pioneers at a deserted ski resort in
Pennsylvania. Just seven years later, more than 3 million people on
four continents have participated at least once, and hundreds of
thousands have done so repeatedly. More than 20,000 are so
committed that they sport a Tough Mudder tattoo.
Mudders prove the power of fierce and unshakable loyalty to one
another and the challenge itself. Proudly sporting orange
headbands and team uniforms, they’ll run through mud, climb steep
walls, face electric shocks, and slide down the side of a
mountain. The tougher the experience, the greater the
satisfaction.
Mudders prove the power of fierce and unshakable loyalty to one
another and the challenge itself. Proudly sporting orange
headbands and team uniforms, they’ll run through mud, climb steep
walls, face electric shocks, and slide down the side of a
mountain. The tougher the experience, the greater the
satisfaction.It Takes a Tribe
It Takes a Tribe shows you how to embody the Tough Mudder
spirit and capture the same magic. As a Tough Mudder slogan says,
“When was the last time you did something for the first time?”
shows you how to embody the Tough Mudder
spirit and capture the same magic. As a Tough Mudder slogan says,
“When was the last time you did something for the first time?”
