The author of the article below is Ty Montague, CEO of co:collective, and the author of True Story: How to Combine Story and Action to Transform Your Business. Follow him on Twitter, @tmontague. 

It is 2002. A mildly successful serial entrepreneur named Blake Mycoskie is planning his next venture. The problem: He has absolutely no idea what he wants to do next. But an unlikely chain of events is about to make him one of the most innovative entrepreneurs in the world and a leader of one of the first companies of its kind: a “One for One” storydoing company.

As Mycoskie is considering his next move, he sends an audition tape in to a reality TV show, The Amazing Race. Once accepted, Mycoskie suddenly finds himself in exotic parts of South America, which kindles a lifelong love affair with Argentina. Mycoskie loves it so much that he decides to go back several years later on an extended vacation to spend more time really exploring the country. It is on this vacation that he discovers his true calling.

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