SHACKLETON NEWS ARCHIVE
So passionate is U.S. designer Ed Peterson about the heroic story of Shackleton, Endurance and above all the extraordinary boat journey on the James Caird that he has decided to name his new company after Shackleton's 23 foot whaler, which now resides at Dulwich College and provides a dramatic focus for the Society's activities.
James Caird Services was founded by Ed, who is a marketing professional with extensive experience developing and managing consumer and business-to-business products and services. Ed's current focus is assisting U.S. companies with the integration of Asian manufacturing into all facets of business operations and customer relationships.
"Our firm is named in memory of the James Caird, the 23 foot whaler in which Sir Ernest Shackleton and five companions made the epic, 800 mile open boat voyage from Elephant Island to South Georgia Island during the Antarctic winter of 1916. Shackleton's leadership, focus and passion are the guide stones for our efforts to help your business fulfill its true potential.
James Caird Services provides tools for companies to get the most of their product and service mix, their customer relationships and the capabilities of their employees. Their practice includes brand strategy and product positioning expertise as well as hands-on management training and organizational design consulting.
Ed has also made sure those who visit his company's website receive a first-rate introduction to Shackleton, by incorporating the invigorating version of the Endurance story as told on the Kodak site. The site includes additional information on Shackleton and Frank Hurley plus a useful timeline, and also three Hurley pictures (see below) which may be downloaded in very high resolution.
Most valuably of all, it includes a map of the Weddell Sea with the Antarctic Peninsula, with almost a dozen points depicting the path of the trapped and doomed Endurance, the escape of the three boats, the launch of the James Caird and the final rescue, thus enabling the reader by clicking on the points to view any section of the story, which is told in detail.
The James Caird Society is delighted to wish Ed and his company, and indeed all our American colleagues and fellow-Shackletonians, good health and the best of luck.