Our external advisory board, this year consisting of 24 experts from 20 leading global research organizations.

25th January 2019

Content Marketing for Entrepreneurs

We were asked to produce a piece of long form content for a well known multi-national. They wanted to explore the relationship between adventure-seekers and entrepreneurs. The following is the result of our research and content writing – in draft form – including all the copy mark-ups and call-outs although they’re not live. It’s a nice piece of site content that was marketed via GDN and adwords.


Title: The Anatomy of an Adventurer

Sub:  How our quest for adventure is changing life and work

Overview: By 2020, the number of people choosing to go on ‘adventure holidays’ will increase by 46%*.  Adventure is becoming part of our lifestyle – as ‘experiences’ become more important than ‘possessions’ for the Millennial generation.* Here we look at some of the attributes of the Adventurer and how they might impact our choices in life …and work  

Intro: Whether paragliding in the Pyrenees or hiking through the Himalayas, ‘adventure’ is a personal choice. However, what is clear is that laying on a sun-lounger with that latest Stephen King is no longer how we want to spend our leisure.

The Mind of an Adventurer

Sensing and Perceiving

The Myers Briggs scale says all adventurers have two common characteristics. They score high for ‘Sensing and Perceiving’ – using senses to understand their environment and basing decisions on facts and information rather than intuition.

 Thinking or Feeling

Where adventurers start to split into new camps is in their preference for thinking or feeling. ‘Thinkers’ want knowledge to understand how the world works. ‘Feelers’ base their views on inner belief and values.

 Introvert or Extrovert

Both introverts and extroverts can be equally adventurous. However, this characteristic may determine whether your adventurer will be team based or individual (or maybe at best with a really close friend).

So, what does this tell us? Basically, that ‘adventurers’ aren’t all thrill-seeking adrenaline junkies. The mind of an adventurer can be the pains-taking mountain climber who minutely plans and tests every move or the base-jumping dare-devil who pulls the rip-cord moments before instant death. Whatever your mentality, there’s an adventure for you…

Call out: Ready to discover your adventurer spirit? Take the test

The Body of an Adventure

Ectomorph, endomorph or mesomorph?

The human body comes in three basic types.

Ectomorphs are long, lean and struggle to build muscle. (Think Basketball players, climbers and cyclists.)

Endomorphs are larger, pear-shaped and store fat easily (rugby players, weightlifters and field athletes).

Mesomorphs are the ones we all envy with their fat-burning metabolism and ability to build muscle at will. (They no doubt have high cheek bones too). This is where the swimmers, gymnasts and body builders are found.

Choosing adventures to match your body type

The shape nature gives us can influence the type of adventure we’re naturally inclined towards.

For instance, trekking in frozen lands requires reserves of body fat. Arctic explore Pen Hadlow explains,

“I was 92kg (14st 7lb) when I left, but 75kg (11st 12lb) when I got back. The month before I go on a trip I eat lots of carbohydrates – oatcakes, brown rice and potatoes – at every meal. I concentrate on gaining up to two stone heavier…”

Equally, the sheer rock face is no place for excess baggage. As a review in the Journal of Human Kinetics reported, rock climbers often have lower body mass indexes and body fat percentage – unsurprising when the energy expended in a single climb can equal that of a fast half marathon!

Preparation Prevents Poor Performance

The simple fact is, whatever your physique, you can be an adventurer. What’s important is preparation; hydration, diet, exercise, and rest are all vital considerations before pushing your body beyond the usual demands of  the Friday team meeting and building a Powerpoint.

Call out: Know the best way to fuel for your adventure?

Take our Superfoods of the Adventurers challenge.

The Heart of an Adventurer

Adventure is sometimes defined as any activity that takes us out of our comfort zone. And that ability to control fear goes by another name. Bravery.

Being Brave

In the words of philosopher Charles Caroll Everett,

“As the coward sees danger where there is, practically speaking, none so the reckless man does not see it where it actually exists. The really brave man does not overlook the danger. He does not let his mind dwell upon it: but if it exists he knows just what it is”

Fear is the body’s natural defence to danger – and our ability to control it is, for many, what makes any adventure worthwhile. In the words of World Champion Base Jumper, Valerie Rozov,

“Of course, you get scared. It’s a natural human emotion. Your body is telling you that you are doing something dangerous.”

So, for many adventurers, the greatest journey is the one they take within themselves – whether it’s leaping from the side of a mountain – or into a business pitch.


Hand in hand with bravery goes ‘resilience’, that ability to maintain our equilibrium in the face of adversity. It’s a quality that’s just as valuable in the workplace (where we might call it ‘handling pressure’) as in the Amazonian rainforest.

As described in ‘Extreme. Why some people thrive at the limits’,

“Resilient people have an approach to life that is characterised by realistic optimism, self-confidence, a sense of humour, the ability to stay focused under pressure, not being easily defeated and finding meaning even in negative experiences.”

Obviously, the opportunity to build resilience has a greater benefit than our next camping expedition in Nepal. For the modern adventurer – and entrepreneur – it’s a vital life skill, because without that ‘heart’ we might never discover what we’re really capable of.

Call out: Got the heart to be an Adventurer? Find out here      

The Brain of an Adventurer

Controlling attention is a useful skill for any successful adventurer. In business, we might call it ‘focus’. In fact, for some adventurers, that intensity of focus to the exclusion of all else is the greatest feeling in the world.

Go with the Flow

Psychologists call this state ‘Flow’. At work, we might call it being ‘in the zone’. It’s when we become so utterly absorbed in our task that nothing else matters and we lose track of time.

For many adventurers, whether it’s plotting a course through the Alps (or even climbing one), sailing across the Pacific or cycling through China, finding that state of flow is the reason they do it. Achieving a state of ‘flow’ can be a reward in itself.


An individual’s ability to handle boredom is key to ‘focus’. A tool psychologists call the Boredom Propensity Scale (BPS) confirms that people differ widely in their propensity for boredom.

Some people just get bored more easily – and this can have an effect on the type of adventures they will undertake.  Short, hi-octane, exhilarating and individual activities such as sky-diving or bungee jumping may be more suited to the boredom-prone individual with a short attention span.

People who are better equipped to control their attention are also better suited to group activities and those that require focus over a longer timescale. Just as in business, the way our brains work influences the decisions we make and the types of venture we might succeed in.

Call out: Ready to discover your adventurer spirit? Take the test

The Spirit of an Adventurer

For some it’s discovering new locations. For others, it’s discovering ourselves. For some, it’s about building skills and knowledge. For others, it’s about building resilience and courage. The reasons so many of us choose to adventure – and the adventures we choose – can be as diverse as our personal attributes. What makes us all adventurers is our desire to experience something new.

The Link between Adventurers and Entrepreneurs

Just as entrepreneurs come in all shapes and sizes (and the correlation between adventurers and entrepreneurs is surprisingly close), the spirit of an adventurer can be simply described as the desire to set a goal and discover more about ourselves, and the world around us on the way to reaching it.  After all, isn’t that what life’s (and business) is all about?

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