Steven Pressfield Online

What It Takes

What It Takes

Ranger Up Leads the Way

By Callie Oettinger
Published: November 21, 2014

Nick Palmisciano was earning a quarter million a year when he learned he was being promoted — a promotion that would add another hundred thousand or so to his income.

The promotion announcement landed on a Friday. The following Monday he gave his notice.

“I knew that if I took that promotion, the golden handcuffs were being slapped on and Ranger Up was going to die—and I was going to spend my life working for other people doing something I really didn’t care about that much,” said Nick.

What is Ranger Up?

In Nick’s words, “Ranger Up is a content machine.”

Don’t let the t-shirts and jeans on the home page of its site fool you into thinking it’s an apparel company. Yes, there’s the clothing, but if you dig, you’ll find a full-fledged media company, leveraging its free content to move pay-walled content.

Unlike many other content providers, who are struggling to monetize their content, offering a free article here and there and then banking on the hope that readers will buy a subscription instead of site jumping to another URL where more free content is available, Ranger Up offers a seemingly endless supply of videos and images—including the original series “The Damn Few” and the “Rhino Den” blog. The content being created by Ranger Up is distinct. It isn’t available in bulk online, which means its audience is digging in its heels and sticking around for more. In turn, this content has helped them engage, retain and grow a community that pays for content, too, in the form of t-shirts and jeans and signs and other gear, rather than site jumping for its next dose of free content.

How’s that working for Ranger Up?

According to Internet Retailer, Ranger Up’s “high level of engagement is what drove $750,000 in social commerce sales for the e-retailer in 2013—as 28% of its total online sales came from shoppers who clicked to the site from social networks. The role of social networks in driving traffic is even greater: Nearly 39% of Ranger Up’s 2013 traffic stemmed from Facebook, Twitter, Pinterest and YouTube . . . . That earn[ed] the merchant the No. 2 spot in this year’s Social Media 500, which ranks online retailers by the percentage of traffic they receive from social networks, a measure of how effectively they are reaching their audience via social media.”

Let’s Backtrack a Bit . . .

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WAR STORIES

War Stories

Over thirty-plus years of reading and researching, I've compiled a wild and crazy library in my head. In this series, I want to share some of it--the arcane, the obscure, the occult. It'll be eclectic. The posts will bounce all over the place. I plan to feature stuff from Hemingway to Homer, from von Manstein to Moshe Dayan. Posts will come from movies and plays, myths and legends, from journalism and personal correspondence and combat reports. Not all of it will be "war stuff." But it will all deal with issues of honor and virtue and courage in the face of adversity. A lot of it will be real literature. All of it, I hope, will be inspiring.

I also want to invite everyone to chip in with their own stories. Write me at steve {at} stevenpressfield {dot} com. Suggest passages—1000 words or less—from favorite books. Or send in something you've written yourself. Tell us about a patrol in Kunar province, or a letter your Dad sent to you from Pleiku in 1969. If it's great, we'll run it.

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DO THE WORK WEDNESDAYS

Do The Work Wednesdays

For a few weeks during April and May of 2011, I took a break from "Writing Wednesdays" and wrote "Do The Work Wednesdays" to accompany the launch of Do The Work.

THE WARRIOR ETHOS

What It Takes

"The Spartans do not ask how many are the enemy, but where are they?"
Plutarch, Sayings of the Spartans

These posts are intended for our men and women in uniform, but I hope that artists, entrepreneurs and other warriors in other walks of life will find them useful as well. The series examines the evolution of the warrior code of honor and "mental toughness." It goes back to the ancient Spartans and Athenians, to Caesar's Romans, Alexander's Macedonians and the Persians of Cyrus the Great (not excluding the Garden of Eden and the primitive hunting band). Sources include Herodotus, Thucydides, Plutarch, Xenophon, Vegetius, Arrian and Curtius--and on down to Gen. George Patton, Field Marshal Erwin Rommel, and Israeli Minister of Defense, Moshe Dayan.

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WHAT IT TAKES

What It Takes

"What It Takes" is a journal of the campaign to make The Profession a New York Times hardcover fiction bestseller. You'll be in on the meetings, the marketing and publicity, what works and doesn't work—everything. Expect a play-by-play as the campaign unfolds.

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WRITING WEDNESDAYS

Writing Wednesdays

I wrote The War of Art primarily for writers (its original title was The Writer's Life), but since it was published in 2002, I've received hundreds of e-mails from business entrepreneurs, actors, dancers, painters, photographers, filmmakers, military service members and others, telling me how the book seemed to have been written specifically for them—and how much it has helped their creative and entrepreneurial endeavors. Sometimes the e-mails are short, a sentence or two of thanks. Other times they've been sagas, life-stories packed with more drama and heartbreak than a soap opera. I know exactly what these correspondents are talking about. Resistance kicks everybody's ass—and the desperate desire to defeat it is equally as universal. Writing Wednesdays is an ongoing, blog-version of The War of Art. It's the chapters I would have written if I'd kept on writing the book. Then there's the added dimension of the comments from readers. I always scroll down and take a look. Some of the insights are better than the post itself. "Why didn't I think of that?"

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THE CREATIVE PROCESS

The Creative Process

I always want to know more about the people behind the work I admire. How do they do it? What does the process feel like from inside their heads? Wouldn't it have been amazing to sit with Hemingway, the way he sat with Scott Fitzgerald and Gertrude Stein and others, to discuss writing? The Creative Process is a Q&A with a wide range of creative people—from writers to business entrepreneurs and beyond—probing how they do that thing they do.

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