Forbes contributor Roger Trapp wrote an article that highlights Bruce’s radical idealism with running a business. From the article:
But creating a business that seeks to transcend its industry – as Poon Tip puts it in the current terminology – is about more than great customer service. After all, there are a lot of businesses going down this road. G Adventures – originally called G.A.P. Adventures, for Great Adventure People, but also in recognition of an aim to plug the gap between backpacking and being on an all-inclusive tour package – is all about integrity and integration. In fact, he goes so far as to describe the business as a movement. This movement, which he calls the Looptail, centers on one of the teachings of the Dalai Lama, who provides the book’s foreword: “Our purpose in life is achieving happiness”.
Fittingly perhaps for an adventurer, Poon Tip does not really believe in the idea of “work-life balance” because it implies that the two elements can be kept separate. “We need to integrate our work lives and our real, inner lives, and focus ourselves towards a higher purpose,” he writes. “The only way to really transcend your product or what you do is to recognize that work has to be about more than work – it has to be about something greater,” he adds. “By transcending the idea of work being just the daily grind, and by engaging the community around you – both customers and employees – to pursue a higher purpose, the Looptail can truly work.”
