Few business leaders truly walk the talk when it comes to resilience, leadership and leading from the front. But for eCommerce consultant Myk Baxter, that’s exactly what happened high in the Atlas Mountains of North Africa quite literally.
As part of The CEO Adventurer Leadership Expedition, Myk and the team took on Jebel Haj, a mountain so rare it doesn’t even appear on most maps. The challenge?
Over 32,500 steps, 8 hours, 9 miles and a 3,200 metre ascent a journey that pushed every physical and mental boundary.
A Test of True Endurance
The climb proved to be Myk’s toughest challenge yet. Battling dizziness, headaches and oxygen deprivation at altitude, his heart rate surged to 106bpm even at a crawl compared to his normal 80bpm under lower conditions.
“It was chaos,” Myk recalls. “Every step tested not just my body but my focus, discipline and mindset. The same attributes that business leadership demands when the pressure’s on.”
Leadership in business, much like on the mountain, isn’t about comfort. It’s about staying calm under strain, making the right decisions when everything around you feels unstable and keeping your team moving forward when fatigue sets in.
Honesty & Integrity at Altitude
As part of the leadership programme, each expedition member was asked to open up about a time they had operated with a lack of integrity an exercise designed to strip away ego and reveal authenticity.
For Myk, this session stood out as one of the most powerful moments of the trip: “It reminded me how essential honesty and integrity are in life and in business. When you admit where you’ve fallen short, you build trust. And trust is the foundation of every successful relationship, whether with clients or colleagues.”
A Keynote Speech Like No Other
In true eCommerce Expert style, Myk also delivered a keynote speech at 3,200 metres on the topic of “Why Businesses Need an Effective Website.”
Standing on a rocky summit surrounded by clouds, he spoke about how a website isn’t just a digital brochure, it’s a company’s engine of credibility, conversion and connection.
“In 2025 and beyond, your website is your strongest salesperson,” he explained. “It must communicate trust, perform under pressure and adapt just like a great team.”
Leading from the Front
During the descent, Myk was tasked with leading the team safely off the mountain maintaining pace, checking on others and ensuring morale stayed high despite exhaustion.
This was leadership in its purest form: calm under pressure, clarity in chaos and service over self.
Much like in business, effective leadership isn’t about standing at the top, it’s about guiding others safely there and back again.
Beyond the Summit: A Moment of Reflection
After conquering Jebel Haj, Myk and expedition leader John Beamson ventured into a remote Moroccan village for what turned into an unforgettable cultural experience a traditional hamam unlike any spa found in the West.
“It was raw, real and humbling,” Myk shared. “No filters, no luxury. Just pure authenticity. And that’s what great leadership and great business share: being real, not perfect.”
Lessons for Business Leaders Everywhere
From the peaks of Morocco to the digital boardrooms of Darlington, the parallels are clear.
Running a business in today’s ever changing digital world demands the same mindset as scaling a mountain:
– Preparation before performance.
– Integrity before influence.
– Teamwork before triumph.
– And above all, the ability to stay composed when the air gets thin.
The expedition may have ended but the lessons continue to shape Myk’s approach to leadership, client relationships and performance in business and beyond.
As a eCommerce Expert, Myk and his team help businesses climb their own digital summits designing, developing and optimising high performing websites that convert, build credibility and stand the test of time.
To elevate your online presence, book a free consultation today with Myk or one of the team.
Call 01325 939 838 or visit www.ecommercexpert.co.uk
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