Founders, stop shying away from the realities of your jobs. In 1913, a sailor named Ernest Shackleton put out a job listing ad in a London newspaper. I've attached the picture so you can read it below. As a result, most people didn't apply, however the ones who did were some of the toughest men in London. On their journey, their ship was crushed by ice, they camped on drifting floes, and the team led a near impossible rescue mission. But, not a single man died. Takeaway: Radical honesty attracts the radically committed. If you want greatness: - Tell the truth about how hard the journey is. - Set expectations high and hard. - Watch how the right people self-select in.