Tough Mudder, the most gruelling obstacle course in the world, is a global phenomenon that has reinvented camaraderie for the 21st century; over 2.5 million people have taken part. In this talk the founder Will Dean will reveal how he built a global tribe and show anyone looking to start a business or find more followers why it’s important to create a brand that people identify with and love.
‘Convincing people to spend hours running through the mud is no easy task. Building a business where millions of people pay money to do this would be ridiculous. But Will Dean has done it, and this gripping book reveals what it takes to stand by your values and create an organization that stands for those values’ ADAM GRANT, bestselling author of ‘Originals‘ and co-author of ‘Option B‘