What It Takes
Last Year’s Model
By Shawn Coyne
Published: February 17, 2012
A friend of mine is a business consultant. A damn good one too.
About ten years ago we went out for a couple of beers so that he could ask me my opinions about the state of the book publishing business. He wanted to know where I thought it was heading. What global strategic initiatives would I recommend he investigate for a “blue sky” presentation he was putting together? He and his partner had been put on retainer by a very powerful figure in the business (the head of one of the big six publishing companies) and were asked to look at it from the outsider’s point of view.
The Big Kahuna wanted to know what my friend would do if he were thrust into the position as head of a privately held book publishing behemoth? He was told to plan as if he wouldn’t have to worry about kowtowing to shareholders and he’d have the full support of the conglomerate’s board of directors. Assuming he could do anything he wanted, what course would he set? What would he do to a) increase profit margins b) secure the foundation of the business from the publisher’s point of view and c) prepare the company to take a leadership position in the inevitable digital revolution?
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SUBSCRIBE to "What It Takes."The Warrior Ethos
The Spartans do not ask how many are the enemy,
but where are they.
The Warrior Ethos was written for our men and women in uniform, but its utility, I hope, will not be limited to the sphere of literal armed conflict. We all fight wars--in our work, within our families, and abroad in the wider world. Each of us struggles every day to define and defend our sense of purpose and integrity, to justify our existence on the planet and to understand, if only within our own hearts, who we are and what we believe in.
We are all warriors. Do we fight by a code? If so, what is it? What is the Warrior Ethos? How do we (and how can we) use it and be true to it in our internal and external lives?
From the Introduction by Steven Pressfield.
[The following is from chapter 12 of The Warrior Ethos:]
12. HOW THE SPARTANS BECAME THE SPARTANS
All warrior cultures start with a great man.
In ancient Sparta, that man was Lycurgus. He took the city from a normal society to a warrior culture.
So that no man would have grounds to feel superior to another, Lycurgus divided the country into 9000 equal plots of land. To each family he gave one plot. Further, he decreed that the men no longer be called "citizens," but "peers" or "equals."
So that no man might compete with another or put on airs over wealth, Lycurgus outlawed money. A coin sufficient to purchase a loaf of bread was made of iron, the size of a man's head and weighing over thirty pounds. So ridiculous was such coinage that men no longer coveted wealth but pursued virtue instead.
Lycurgus outlawed all occupations except warrior. He decreed that no name could be inscribed on a tombstone except that of a woman who died in childbirth or a man killed on the battlefield. A Spartan entered the army at eighteen and remained in service till he was sixty; he regarded all other occupations as unfitting for a man.
Once a Spartan was visiting Athens. His Athenian host threw a banquet in his honor. Wishing to show off for his guest, the Athenian indicated several illustrious personages around the table. "That man there is the greatest sculptor in Greece," he declared, "and that gentleman yonder is its finest architect." The Spartan indicated a servant from his own entourage. "Yes," he said, "and that man there makes a very tasty bowl of soup."
The Athenians, of course, were outstanding warriors in their own right. The great playwright Aeschylus, composing his own epitaph, mentioned nothing of his ninety plays or of any other civilian accomplishment.
Here lies Aeschylus the Athenian. Of his courage at the battle of Marathon, the long- haired Persian could speak much.
Lycurgus decreed that no man under thirty could eat dinner at home with his family. Instead, he instituted "common messes" of fourteen or fifteen men who were part of the same platoon or military unit. Above the threshold of each mess was a sign that said:
Out this door, nothing.
The point of the common mess was to bind the men together as friends. "Even horses and dogs who are fed together," observed Xenophon, "form bonds and become attached to one another."
The payoff came, of course, on the battlefield.
Here's how Spartans got married. Lycurgus wanted to encourage passion, because he felt that a child—a boy— conceived in heat would make a better warrior. So a young Spartan husband could not live with his bride (he spent all day training and slept in the common mess). If the young couple were to consummate their love, the husband had to sneak away from his messmates, then slip back before his absence was discovered.
It was not uncommon for a young husband to be married for four or five years and never see his bride in daylight, except during public events and religious festivals.

















