4. The Cultural Obsession of Work

Forces in Play: The quest for better jobs becomes a public obsession. Talent is recruited at every opportunity. It takes a finely tuned and targeted talent brand to cut through the clutter.

"NOTICE: Men wanted for hazardous journey. Small wages, bitter cold, long months of complete darkness. Constant danger. Safe return doubtful. Honour and recognition in case of success."Ernest Shackleton

Not the kind of classified ad you see every day, is it? Although it may send a shudder down the spines of some, it inspired dreams in the minds of others. Only a specific type of person, with a specific set of desires, skills, and abilities, would respond to it. And respond they did.

The ad, which ran in the London Times

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