What did the Tough Mudder teach me about Channel Partnerships?


Not long ago my team (Team AB) completed the Tough Mudder event in Mansfield, OH.  The Tough Mudder is probably the toughest events on the planet.   Don’t ask me to compare it to running a Marathon because it’s just different.   Marathons are individual competitions and a Tough Mudder is all about camaraderie.  Tough Mudder events are hardcore 10-12 mile obstacle courses designed by British Special Forces to test your all around strength, stamina, mental grit, and camaraderie. With the most innovative courses, 700,000 inspiring participants worldwide to date, and more than $5 million raised for the Wounded Warrior Project, Tough Mudder is the premier adventure challenge series in the world.   At the end of the course you are handed a beer and crowned with an orange sweatband.

Final SurgeWhy would anyone willingly subject themselves to something like this?  Well, personally I’m generally up for a challenge that pushes me to my limits.  The fact that this event has raised over $5 million for such a wonderful cause like the Wounded Warrior Project helps, too.  But the main inspiration was my good friend and fraternity brother Adam Black (AB) who continues to battle cancer.  Hence the team I ran with was called Team AB.

On the course I realized how important each of my teammates was to the collective unit.  Each person brought different qualities that enabled us to not just finish the challenge but destroy the course altogether.   Some might have been tempted to push ahead and finish before the group, but instead we all ran across the finish line with locked arms.

Our goal was clear: Team AB would complete the course together.

The channel could benefit a lot from this type of attitude.  If each partner, all the way through the channel, showed that level of commitment to the collective unit/solution, it would be an unstoppable force in the market.  I imagine the most successful channel partnerships have experienced some Tough Mudder-level adversity at one point or another.  Maybe sticking with each other through tough economic times or a strategic redirection is the Tough Mudder of channel adversity.

As a Tough Mudder, I pledged to:

  • Understand that Tough Mudder is not a race but a challenge
  • Put my teamwork and camaraderie before my course time
  • No whine – kids whine
  • Help my fellow Mudders complete the course
  • Overcome all fears

Can a channel program learn something from the Tough Mudder Pledge?  What would be your Channel Program Pledge?

As always send me email or share in a discussion in our LinkedIn Group.

Move the Channel,

Email Me

post mudder

Enter your email address to subscribe to this blog and receive notifications of new posts by email.

%d bloggers like this: