One of the most widely accepted "rules" of business is to avoid controversy.
Someone must have forgotten to tell Nick Palmisciano, Tom Amenta, and Tim Kennedy—three of the founders of Ranger Up, a hugely successful web site devoted to military gear and fearless advocacy. Sure, you can buy a patriotic t-shirt, or a mixed martial arts outfit, or a liquid metal rendering of your regimental insignia, but you can also get a shirt that reads: "Free men do not ask permission to bear arms." Or one saying: "Lord if today is truly the day that you call me home, let me die in a pile of empty brass."
Aggravating a Lot Of People
Isn't Ranger Up worried about alienating their customer base with messages like that? Not so you'd notice. "We have put some messages out on our site that really aggravated a lot of people," says Ranger Up's President Nick Palmisciano, an ex-Infantry officer who served in Kosovo. "But to our core community it's just truth. And if you're not a like-minded person you're neverRead More »from Ranger Up Markets Military Gear—and an Unapologetic Lifestyle