Honor and Recognition in Case of Success here’s a legend that the South Pole explorer, Ernest Shackleton, placed the following ad in a London newspaper…

MEN WANTED For hazardous journey, small wages, bitter cold, long months of complete darkness, constant danger, safe re- turn doubtful, honor and recognition in case of success
Ernest Shackleton 4 Burlington st.
The legend states that so many men turned up to join Shackleton that it seemed all the men of England were determined to join him.
The rules of advertising tell us to “sell the benefits”. So, why would so many men be inspired by such an unappealing ad that “sells the disadvantages”.
Read the rest