What Can We Learn about Brand from the Explorer Sir Ernest Shackleton?

What Can We Learn about Brand from the Explorer Sir Ernest Shackleton?

What Can We Learn about Brand from the Explorer Sir Ernest Shackleton?

I’m going to read you a newspaper ad that appeared in the year 1900.

Men Wanted for Hazardous Journey. Small wages, bitter cold, long months of complete darkness, constant danger, safe return doubtful. Honor and recognition in case of success.

– Sir Ernest Shackleton

This leader knew his audience. And he respected them by not obfuscating who they were or what he was offering to them.

And the response to this ad was immediate and enormous. People were clamoring to join Shackleton. It had been frank, and unapologetic, and these people felt seen.

Do you know with sharp and unapologetic clarity who exactly is your sweet spot audience?

Be like Shackleton. Honor your audience by knowing exactly who they are, and what it is you’re bringing to them, and why they should join you on this voyage.


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  • Karan Dubey

    Wonderful !

  • Paul Reeve

    Sir Ernest Shackleton and his crew took bitter defeat and turned it into heroic survival.

  • George H

    A rare breed of a man who gave his all for his men.

  • James Beverley

    There is a very big difference between a person being in a leadership position and a real leader. A true leader puts the needs of his crew before that of his own, he genuinely cares about the welfare of all his men, and under his leadership they thrive and grow, he credits the successes to his crew and all places any failures upon his own shoulders. I have known many people in charge, but very few true leaders.

  • Adam Mawson

    Back when men were men

  • Jack Winter

    The will to survive is amazing.

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Lindsay Pedersen

Brand Strategy Expert

Lindsay is a Brand Strategist and Founder of Ironclad Brand Strategy, which builds brands using an exacting and analytic method. Her background as a P&L owner at Clorox fostered a deep appreciation for the executive charge: to create sustainable value. Ironclad advises companies from burgeoning startups to national corporations, including Zulily, IMDb, T-Mobile and Starbucks. Lindsay holds an MBA in Business from the University of California Berkeley, Haas School of Business.



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