Build a Brand Like Trader Joe's

by Mark Gardiner

A moving description of an average motorcyclist's dream of participating in the world's greatest motorcycle race. For 100 years, the Isle of Man Tourist Trophy races have been the world's most dangerous organized sporting event. Mark Gardiner was just another one of the 30,000 fans who attended the annual spectacle. Except that he went home, quit his job, and sold everything he owned. He moved to the Island determined to race in the TT himself. If you're a dreamer, the lesson in this book is that the pursuit of any worthwhile goal involves risks, rewards and regrets. If you're not a dreamer, the lesson is more the deepest regrets are always over risks not taken.

Genres: Nonfiction, Motorcycle

246 pages, Paperback

First published January 1, 2006

Reviews

[John Sperling · Rating 5 out of 5]

There’s nothing superfluous in Mark Gardiner’s writing. To the paragraph, everything is essential, which makes for an interesting (read: not even remotely boring) book. Motorcycles, racing, speed, travel, psychology, art, advertising, relationships, risk - all are molded into something magical by Gardiner’s essential prose. This guy is the real deal. He’s done the work, he has the hard-won experience of riding in the most dangerous motorcycle race in the world, and it shines through in every page.

[Nathan Deolloz · Rating 4 out of 5]

solid

[Doreen · Rating 4 out of 5]

I'm a middle-aged female with fairly typical life experiences. The most I knew about motorcycles was the following: Harley's break down a lot, lean on a turn...hold on for a wheelie, and looking good on the back of a bike was easy in the 70's!!! Now, I have a greater smattering of motorcycle racing info. Mark makes the technical information fairly simple to understand. He didn't make my eyes blur over while describing the never-ending tweaks and adjustments made to the bikes to enhance performance and maintain safety. His writing is very personal. This dream, to ride in the TT, is not folly. He is both a realist and a dreamer, a conservative and a radical, a careful rider and a fearless man.

This is not the average book I would read, but I'm glad that I did. Mark Gardiner writes in a way that I felt that I was right there with him, on the Isle of Man, preparing for the TT. It was waaay beyond fun! Incorporated into this book is the history of the race and its participants, Mark's personal perspective, and the actual 'nuts and bolts' for getting to 'race day'. He describes the local hangouts and reports on the unlimited cast of characters surrounding this event.

For motorcycle enthusiasts and racers of every kind, this book is a MUST-read. For others, like me, it's a departure from the usual. And I LOVED it! I'm glad that I ventured out of my comfort zone of reading material to tag along with Mark on this distinctly different journey.

[Susanna Schick · Rating 5 out of 5]

Mark's voice/ writing style makes this story much more engaging than I expected it to be. While I am biased, being an avid motorcycle race fan myself, I didn't expect to become so engrossed in the story. Unlike a biography written by an athlete, this is written by a writer, so he really expresses the details and feelings that make a story so much more compelling. I feel as if I've been there now, or at least know enough to act as if I have!

[Greg · Rating 3 out of 5]

Mark Gardiner's account of his preparation for, and subsequent participation in, the Isle of Man Tourist Trophy motorcycle race. Gardiner quit his job, sold all of his possessions, and spent a year or more training and preparing to race in the TT. This insider's account will be of interest to anyone drawn to motorcycle racing, racing history, or the Isle of Man.

[Adam Banas · Rating 5 out of 5]

This book, along with Into the Wild, is partially responsible for me wanting to quit everything and follow my dreams. A fellow dreamer, yet a rationalist as well, quits his job and qualifies for the TT after getting back into racing well into mid-age. This is the stuff of movies and his book is thoroughly enthralling. I felt as if I was on the Isle of Man, and one day hope to be.

[Hedrives · Rating 4 out of 5]

Really good read IF you are interested in what it would be like to leave your career and move to the Isle of Man with a goal to ride the TT race. The IOMTT is considered to be one of the most dangerous open road races in the world. A fine novel with narrow interests.

[Thomas D Sinex · Rating 5 out of 5]

Great look at an event I'd love to go and see some time, the Isle of Man TT. Also the last book finished on my old fading Kindle, but a new one should arrive today...

[Tadhg · Rating 4 out of 5]

Fascinating insight into a mere mortal taking on his dream of entering the Isle of Man TT. Engrossing story, well written. My hat is tipped.