Mountaineers go first. It’s our rallying cry. It’s a challenge. It’s a reminder
of the rugged determination that progress demands. It is also the foundation of our
brand. And this is how it becomes real.
Having the courage to go first doesn’t mean going impulsively without a plan. Going
first is about making bold, but informed decisions. As writers, designers, photographers,
web developers and overall brand ambassadors, all of us are called upon to go forth
and help shape our brand. This guide will direct you — ensuring that we communicate
consistently and powerfully.