February is drawing to a close, and with it comes that feeling of transition – winter starting to loosen its grip, the days stretching out just a little longer, and the hint of change in the air. It’s a great time to reflect on endurance, purpose, and reinvention – whether in sport, business, or life. This week’s picks all centre around those themes, from the limits of human endurance to the risks we take in pursuit of happiness.
Business of Endurance Podcast
Richard Wright: What does it take to not only survive but thrive against impossible odds? Imagine being diagnosed with terminal brain cancer – not once, but four times. Now, imagine taking on the world’s toughest endurance races in the middle of that battle. That’s exactly what guest, Richard Wright, has done.
Richard is more than an endurance athlete; he’s a radical optimist, bestselling author of The Power of Purpose, and a man who refuses to be defined by his diagnosis. In this conversation, he reveals the mindset shifts that separate survivors from victims, the power of endurance in life and business, and the deeply personal story behind his “I Am” tattoo. This episode will change how you see adversity.
Whether you’re an athlete, entrepreneur, or someone fighting your own battles, Richard’s wisdom will leave you with practical strategies to redefine resilience, rediscover purpose, and push your own limits.
What I’ve Been Reading
If you’ve ever read Born to Run and thought you understood endurance, Michael Crawley might make you think again. A social anthropologist and elite runner, Crawley takes a deep dive into what endurance truly means – not just in the physical sense, but culturally and psychologically.
His book, To the Limit, follows the world’s most extreme endurance athletes in places like Ethiopia, Mexico, and the Himalayas, uncovering what drives them to push beyond what most of us would consider possible. I had the privilege of interviewing Michael on The Business of Endurance podcast, and he challenged a lot of my assumptions about running, resilience, and the mindset of elite endurance athletes.
If you want a fresh perspective on human limits and what we can learn from cultures that live and breathe endurance, this book is a must-read.
Podcast I’ve Been Listening To
Alex Hormozi walked away from a lucrative, secure consulting career to risk everything in pursuit of something more meaningful. In this episode of Diary of a CEO, he talks about the difference between chasing success and chasing happiness – two things that are often mistaken for being the same. His story is a powerful lesson in risk, reinvention, and why the traditional path to success might not be the right one. If you’ve ever questioned whether the safe route is actually the right route, this is well worth a listen.
What I’ve Been Watching
Marco Pantani was one of cycling’s greatest climbers – a rider who could electrify the sport with his brutal attacks on the mountains. But once he lost his purpose, he lost his passion. And then, he lost his life.
This documentary, Pantani: The Accidental Death of a Cyclist, unravels the highs and tragic lows of Pantani’s career, from his Tour de France and Giro d’Italia victories to the doping scandals and personal struggles that led to his untimely death. It’s a stark reminder that success without purpose can be hollow, and that mental resilience is just as crucial as physical ability in any pursuit – whether in sport or business.
Quote of the Week
“The real fight is not on the road, but in your own mind.”
Tech I’ve Found Interesting:
AI is both the biggest opportunity and the greatest threat of our time. Whether you see it as a tool to accelerate growth or a force that will replace jobs depends largely on how well you understand it.
I’m hosting a free online event on March 20th at 2:00 GMT, designed to demystify AI and show you how to harness it to your advantage. If you’re curious about where AI is heading and how you can use it in business and beyond, make sure you sign up here.
The Trusted Team
What makes some businesses unforgettable while others fade into the background? It’s not just the quality of what they do – it’s how they present it. Just like Marco Pantani’s electrifying attacks on the mountains made cycling feel like theatre, or how Michael Crawley’s endurance runners turn suffering into an art form, the best businesses craft an experience that captivates and inspires.
Think about Disney. Every detail in their parks is meticulously designed to create magic – from the music to the lighting to the way staff interact with guests. The ‘Front Stage’ experience is what keeps people engaged, spending more, and coming back time and again. But behind the scenes, there’s a well-oiled machine making it all look effortless. The same principle applies to your business.
The Front Stage Focus is about engineering your customer’s experience with the same precision – creating moments that leave a lasting impact while ensuring the behind-the-scenes operation runs smoothly. Whether in sport, business, or AI innovation, those who master their ‘Front Stage’ stand out. Want to learn how? The Trusted Team can help you build an experience that turns customers into fans. Why not book a chat here to learn more.
