Whether it is urban legend or not is still an open question but this ad, supposedly placed by Ernest Shackleton in London newspapers before one of his expeditions, sums up a startup nicely:

"MEN WANTED FOR HAZARDOUS JOURNEY. SMALL WAGES, BITTER COLD, LONG MONTHS OF COMPLETE DARKNESS, CONSTANT DANGER, SAFE RETURN DOUBTFUL. HONOR AND RECOGNITION IN CASE OF SUCCESS."

Cheers

Jason