It Takes a Tribe: Building the Tough Mudder Movement

Will Dean

Sep 2017 · Penguin UK

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Winner of the Business Book Awards 'Startup Inspiration' category

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Tough Mudder is not a race. It's a challenge.

Unlike other endurance events, Tough Mudder encourages team spirit. The course's design forces you to seek help from others and with twenty obstacles, forty tons of ice and five hundred thousand litres of Grade-A mud set over ten to twelve miles, you're going to need it.

This revival of community is the key to the company's success. In It Takes a Tribe, co-founder and CEO Will Dean explores the mental, physical and social principles behind the experience and reveals how he built a global tribe. Arguing for clear principles, bravery and persistence, Dean shows a new generation of entrepreneurs why it's important to create a brand that people identify with and love.

It Takes a Tribe is the astonishing inside story of Tough Mudder, and a textbook for anyone looking to start a business or find more followers.

'Gripping - reveals what it takes to stand by your values' ADAM GRANT, Wharton professor and bestselling author of Originals and co-author of Option B

Will Dean is co-founder and CEO of Tough Mudder. Will was included in Fortune's '40 Under 40' list and received the US National EY Entrepreneur Of The Year Emerging Award. He was born in the UK and is a graduate of the University of Bristol and Harvard Business School. Prior to founding Tough Mudder, he worked as a counter-terrorism officer at the UK Foreign and Commonwealth Office. He divides his time between London and New York.

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Will Dean is founder and CEO of Tough Mudder. Will was included in Fortune's '40 Under 40' list and received the US National EY Entrepreneur Of The Year Emerging Award. He was born in the UK and is a graduate of the University of Bristol and Harvard Business School. Prior to co-founding Tough Mudder, he worked as a counter-terrorism officer at the UK Foreign and Commonwealth Office. He divides his time between London and New York.