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Publisher's Summary

Business, war, love, and a world-traveling chocolate Lab named Java all converge on a 10,000 mile road trip taken by a former Green Beret trying to build something meaningful in America - but not yet knowing how to do it.

Great businesses don't always have great starts. In the summer of 2010, Green Beret Jason McCarthy was going through a divorce, separating from the military, and struggling with money issues. He used his new company, GORUCK, as an excuse to drive to all lower 48 states with his dog, Java, to meet people and get into adventures, while searching for how to rebuild in America.

How Not to Start a Backpack Company is about losing your way, losing the love of your life, and finding your way back to both - the hard way. It's an intimate and raw look at the personal struggles that almost killed GORUCK long before it became a $100 million company. And above all, it's a story of the importance of chasing your dreams with everything you got, no matter the cost.

PLEASE NOTE: When you purchase this title, the accompanying PDF will be available in your Audible Library along with the audio.

©2020 Jason Jerome McCarthy (P)2020 Jason Jerome McCarthy

What listeners say about How Not to Start a Backpack Company

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Wonderful glimpse into one mans life

This story resonated with much of mine own and I appreciate the way the author presented it. It’s an open look into a difficult time in his life and I was captivated by the honesty and rawness of his adventure. The growth of a man and a company both in unexpected ways was a pleasure to follow.

2 people found this helpful

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IMPRESSIVE

I felt stupid at first because I just went off of the title and was ecstatic when I realized what it was about. Owning a TON of this gear I have often wondered who what when where HOW. This guy is amazing and the organization and complete layout as documented in this book is just awesome. Even emotional at times, especially at the end. Damn good stuff, HIGHLY RECOMMEND. I also highly recommend the gear, it is as tough as it gets, versatile, and the customer service is old school. I would even work for this company if given the opportunity. Very happy I bought this title

2 people found this helpful

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Great Book

Great Book shows the girt, hardwork and human struggles it takes to make it work in life and in business.

1 person found this helpful

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Excellent book

Awesome Audible book! Raw and honest with past emails and journal entries read by Jason and Emily. Jason goes into detail on challenges he faced and overcoming those obstacles by never giving up on his vision of Go Ruck. God Bless Java!!!

1 person found this helpful

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  • 02-06-21

Egocentric junk

I was hoping to obtaining some entrepreneurship and somehow I ended up listening to 5 hours plus of a travel diary filled with intranscendental personal stories of a guy that narrates his life as kind of a romantic guru.
The whole message of the book could be summarized in the last 8 minutes of the epilogue. Jump to that straight away to that , or better, don’t waste your money/time at all, and skip the whole cheesy soap opera of a divorce with a dog named Java in-between.
I like the Goruck gear/community concept, but this is too much and starts feeling like “the no one cares but the members of the sect, unbearable biography of the supreme, bright, gracious, leader”

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fantastic

so glad I could find this book on audible. a physical copy is impossible to find now

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left me wanting more

A grounding type of story, not what I expected, but good none the less. Would recommend for someone wanting to hear some real life stories.

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Don’t expect a business guide

I went into this with no expectations. I just wanted something to listen to while hiking/running, I thought it was great.

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Nothing to do with GO RUCK

I'm a tremendous fan of Jason McCarthy and GO RUCK. I have participated in many events and own a number of GO RUCK items from ruck sacks, to clothing, and even MACV boots, hats, and of course the dog leash. All top quality products that well exceed their reputation. This book/audiobook was a great disappointment. It's really a summer rehash of a road trip across America with lots of personal recollections of a troubled and failing love life. Really nothing to do with entrepreneurship or growing GO RUCK. Maybe a later revised version will include GO RUCK's legendary brand growth and how it's strategy developed. Of course, I loved the stories of Java (as I have a lab as well and can relate). I'll keep attending events, buying products, and supporting GO RUCK and its mission in every possible way.