Welcome to Episode #308, with Ian Holdcroft, co-Founder of Shackleton, British-designed expedition-grade performance apparel.

Ian Holdcroft launched Shackleton in 2016 (backed by the Hon. Alexandra Shackleton) after leaving his 9 - 5 job and embarked on a mission to build a world-class company, driven by exploration and innovation, they aim to inspire and equip the new age of pioneers, from record-breaking explorers to ultra-travelers to weekend adventurers. Since then the brand has gone from strength to strength in a short space of time developing expedition-grade apparel, combining high performance with supreme refinement and style. Their Endurance Parka was recently awarded ‘Best Winter Jacket 2020’, beating brands including Canada Goose, The North Face and Patagonia. Ian knew he wanted to build something with a bedrock of real substance and soon realised that, at its core, the purpose of their business should be to inspire people to live more courageous lives.

During this episode, Building a Business by Connecting the Past, Present & the Future with Ian Holdcroft, we will be talking about: - How to combat the paralysis of decision making by remembering the 40-70 Rule. If you get to 40% confirmation, start. Don't wait to to reach 70% confirmation because that is too late.

-What is important with branding is that it's consumer focus - giving the opportunity to your consumer to experience what you are offering.

Learn more about the content discussed in this episode:

- Visit Shackleton's website here.