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