The call to action

In 1952, a 23-year-old medical student set across South America on a 1939 Norton 500cc motorcycle (aptly named La Poderosa, or “The Mighty One”) to explore and experience the South America he grew up reading about. What happened next shocked this young man to his core.

Over the next 8,000 miles he encountered extreme poverty, exploitation, disease and suffering. Upon finishing his trip, he knew he could never go back living the way he lived before.

Because of this experience, Ernesto “Che” Guevara would be transformed into one the most controversial and revered figures in history. His image became a symbol for counter-culture.


Because he answered the call.

Every hero goes through a similar journey that transforms them. This is where we discover our purpose, our why, the dent we are going to make in the universe. Everyone receives a call to action. Everyone.

The problem is far too many of us ignore it.

We are miserable for it. Aren’t you tired of thinking you can’t make a difference? How long will you ignore your purpose on this earth?

Many are called, few will answer.