It Takes a Tribe: Building the Tough Mudder Movement

“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.
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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 cons...