Why We Do What We Do

Yes, indeed we run a business and like every other business we strive to be successful and profitable however that is not what drives us. All successful business stories revolve around doing what you are passionate about and success will follow. Well this is what Imri and I are passionate about and here is a true story that illustrates it.

We have recently been traveling around the state and the country delivering a presentation we do conveying the physiological changes that occur during a critical incident and how to manage them. This presentation is not specific to firearms, knives, hand to hand or even a fight per se but more around any situation in life in which you may find yourself under threat and you need to decide how to handle it without freezing. We have done these presentations for individuals, businesses and non-profit organizations.

Last week when doing this presentation one of the attendees asked us why we did these specifically when we prefaced it by saying this was not a sales pitch. She was curious what was in it for us and while we are happy to discuss our business we only do so in response to direct inquiries when at these events.

So here’s the story and how we responded…

Approximately 10 years ago I was at a Veteran’s Day Parade in downtown Denver and I spotted an older gentleman with a 2nd Ranger Battalion cap on. For those of you who don’t know, the 2nd Battalion were the men tasked with scaling the cliffs at Pointe du Hoc above the beaches at Normandy to take out what was believed at the time to be German artillery batteries as well as prevent the Germans from using the old artillery casements as observation points over Utah and Omaha beach. As it turned out the artillery had been removed but that did not change the fact that this wasn’t known at the time and it was still a hardened position that the Rangers were tasked with occupying.

Long story short I engaged this gentleman in a conversation and he talked about the training and how at one point they were told that they could potentially sustain casualties of 8 out of 10 men getting to the top and securing that cliff. When I asked him what was going through his head he looked at me and said, “Well, son, it was the right thing to do”.

We carry that philosophy and attitude forward with our business and therefore we do a number of things that may not be strictly profitable from a business perspective but they are highly profitable from a personal and moral perspective. We do them because we believe them to be the right thing to do.