American Spartan jacket (HarperCollins) · TIME 2014 · Ann Scott Tyson archive · own shoot preferred
On the record
Major, US Army Special Forces
Silver Star, 2007 One Tribe at a Time, 2009
Subject of American Spartan
Now with Built to Lead
Creator pool allocation
15
points · founding voice
Founding voice · mission anchor · the Λ Lambda line is his
MAJ. JIM GANT
The doctrine was written for Afghanistan. It was always about here.
The argument, brought home
In 2009 he argued that the way to win was to stop parachuting programs onto people and instead put small teams inside a tribe — living there, staying there, accountable to the people around them. The Pentagon read it. So did bin Laden. Twenty-two thousand veterans a year come home to a country that offers them a hotline and a website. Same argument. Different ground.
Λ Line — Olive Drab
100% of margin given away
The mission — how it actually works
40
points of the creator pool to the athletes — ownership, not an appearance fee
4
seats Impa and Anthony nominate — it reaches fighters who are not there yet
100%
of the Λ line’s margin given away — to a cause already doing the work, not one we run
0
non-profits of our own — ImaginAItion Foundation, or straight to Mighty Oaks or The Refuge
A fighter gets a few good years and then a cliff. The people on these shirts own the company that prints them — which is worth more, ten years out, than any cheque we could have written.