Tucker Max is an author who pioneered the genre known as “fratire,” an irreverent, tongue in cheek description of his testosterone and beer fueled exploits that gained a decent following about a decade ago. Now CEO of Bookinabox.com, his life appears to have taken on a decidedly different tack as he stands head to head with Joe in the MMA octagon. By his own admission, he’s only achieved modest success in the ring, but what he has learned is priceless. In the ring, as in life, there is no such thing as “losing.” There is only winning and learning.Lessons: 1. There’s no reason to worry about losing. There’s only winning or learning. 2. Great mentors shorten the learning curve and speed the way to mastery. Take the effort to find one. 3. If you want something, make sure you have something to offer first.