Good Luck, Don't Die

Epictetus once said, “I cannot escape death, but at least I can escape the fear of it”. Death is the great equaliser, the one certainty in life. The only variable is how we meet it.

Everything is rooted in Stoicism—an enduring philosophy of resilience, clarity, and control. It’s forged through experiences that many would find harrowing. We’ve witnessed death in many forms: both overseas on operations and here at home. Some of you reading this will understand exactly what we mean, whether or not we share specific experiences. No matter the path you walk, everyone has faced toil in the wake of death. The burden this carries is tempered by a cheerfulness in the face of adversity that keeps you standing—gallows humour.

The term dates back to the 19th century, born from the dark wit of those facing the gallows, their mortality hanging by a thread—literally. Not to get too historical, but it speaks volumes about the human spirit: laughing in the face of the inevitable.

This brings us to the phrase: “If death comes, let me find it laughing.”

This design nods to gallows humour; and an unflinching mindset—a refusal to be cowed by the unknown. It’s a call to step into the breach, to face whatever task lies ahead with composure and focus.

So why “Good Luck, Don’t Die”? Because it captures that blend of grit, cheerfulness in the face of adversity, and resolve. It’s the battle cry of those who stay dialled in, who refuse to overthink the risks, and who execute the mission without hesitation.

Good luck, mate. Don’t die. 

Roger that.