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Going first is a spirit of determination, not simply a spot in the record books. So while we certainly want to highlight literal firsts, our brand is not limited to inaugural acts. Mountaineers go first every day by fearlessly pursuing progress. We may be the 100th person to do something, but we’re the first to do it differently. To do it better. Or to do it bigger. 

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.