Rally Case Study

The McCanless Family

The McCanless family is the heart and soul behind Rally, embodying the values and spirit that inspire our mission. Lain, our Co-Founder and COO, is a man of many talents—he can charm a 9-month-old and swap stories with a 90-year-old with equal ease. Alongside him is Aspyn, his delightful wife, who juggles keeping up with their energetic two-year-old son, Shepherd, and her part-time role at Woodland Hills Church in Branson, Missouri.

They chose to Rally their family because they know what’s at stake. They’ve seen too many families drift wherever the wind takes them and wanted to be uncommon, leading by example. Using their Crest, Manifesto, and Core Values as the foundation of their unity and collective identity, they further their commitment to hospitality, community, and meaningful gatherings. This also holds them accountable to the principles they stand for and guides them in becoming the best versions of themselves.

McCanless Family: Core Values

Core Value 001

Character over comfort.

We prioritize integrity and doing the right thing, even when it's hard or inconvenient. Our actions reflect our values, and we choose to be people of strong character over seeking personal comfort.

Core Value 002

Gratitude over greed.

We express thankfulness for what we have rather than constantly striving for more. We recognize and appreciate the blessings in our lives and practice generosity.

Core Value 003

Kindness over keeping score.

We act with kindness and empathy without expecting anything in return. We believe in treating others well, regardless of past interactions or outcomes.

Core Value 004

Learning over laziness.

We embrace a mindset of continuous growth and improvement. We seek knowledge, challenge ourselves, and avoid the pitfalls of complacency and idleness.

Core Value 005

Memories over materials.

We cherish experiences and relationships over the accumulation of material possessions. We prioritize creating lasting memories with loved ones over acquiring things.

Core Value 006

Playfulness over perfection.

We value joy, creativity, and fun over striving for flawlessness. We embrace imperfections and find happiness in the simple, playful moments of life.

Everything on Purpose

The Letter “M”

At its core, the "M" stands for McCanless, but its significance goes beyond just a surname. It represents the foundation of the family, a testament to their unity and collective identity.

The “Table”

This icon stands for hospitality, community, and the importance of gathering. It symbolizes the family's commitment to fostering community and meaningful conversations.

The “Compass”

This element is rich in symbolism, representing guidance, direction, and exploration. For the McCanless family, it speaks to their aspirations for travel, adventure, and the pursuit of personal growth.