I like to think of Jocko as one of the most interesting men I don’t know…yet. But I’ve been intently listening to his podcast for years, and he embodies all the beliefs and traits I embrace: hard work, loyalty, no excuses for anything, and a great sense of humor.

The Obstacle is the Way

He was born John Gretton Willink in September of ’71 in the small town of Torrington, Connecticut, with a pistol in one hand and a hand grenade in the other. That must have been hell on his mother, but her first word to her newborn son after enduring that ordeal was probably “Good.” It’s part of the Stoic philosophy that says, “The obstacle is the way.” Every obstacle should be seen as an opportunity to become tougher, stronger, and better. Check out Jocko’s video below to see what I mean.

Jocko Willink’s journey from a peaceful New England childhood to the frontlines of Navy SEAL operations in Ramadi and onto the entrepreneurial and motivational speaker stage is the tale of the relentless pursuit of excellence and adaptability.

“The dream of being a commando, of carrying a machine gun into battle, wasn’t just a childhood fantasy for me; it was a calling,” Jocko remarks, reflecting on his initial motivations that propelled him from high school into the rigorous world of Navy SEALs at the age of nineteen.

Task Unit Bruiser

His military years, spanning the challenging terrains of BUD/S training to commanding Task Unit Bruiser in Iraq, set the stage for his post-military ventures. The discipline and concept of ‘extreme ownership’ he honed in the field became his trademark, influencing his leadership style and his approach to business and personal development.

SEAL Team 3 Task Unit Bruiser (the Punishers) are shown here in Iraq in 2006. Note a beardless Chris Kyle, Ryan Job (Biggles) and Medal of Honor recipient Michael Monsoor.
SEAL Team 3 Task Unit Bruiser (the Punishers) are shown here in Iraq in 2006. Note a beardless Chris Kyle, Ryan Job (Biggles), and Medal of Honor recipient Michael Monsoor.

In the unique setting of his podcast studio in San Diego, inside his Victory MMA and Fitness gym, Jocko dives deep into the origins of his grit and business savvy. This studio, a testament to his dedication to fitness and self-improvement, is where he shares his philosophy through various channels, reaching millions worldwide.

Jocko’s place in San Diego. Free one-week membership to try it out.

Jocko’s story is not just a rehashing of his personal achievements (of which there are many) but a testament to the enduring spirit of the SEAL teams, tracing back to the daring frogmen of WWII and the Korean War. This legacy of resilience and adaptability is a cornerstone of Jocko’s message, emphasizing the importance of perspective, feedback, and the relentless pursuit of improvement.

If you want to check out his podcast, and I know you do, you can find it here. Of particular interest is his recent interview with Arnold Schwarzenegger, conducted casually in Schwarzenegger’s office. It’s revealing, informative, and entertaining.

After transitioning from the military in 2010, Jocko co-founded Echelon Front, a leadership consultancy that applies SEAL principles to business challenges. Here, Jocko’s stories of battlefield leadership translate into strategies for corporate success, advocating for a mindset shift towards ownership and accountability.

Jocko Fuel and Origin

His products, from Jocko Fuel (a complete line of supplements and performance beverages) to the made-in-America apparel line Origin, reflect his ethos: quality, integrity, and simplicity. These ventures, alongside his bestselling books and popular podcasts, serve as business endeavors and platforms for spreading his message of discipline, leadership, and personal growth. Look for a full write-up of Origin in the not-too-distant future on SOFREP. They offer an amazing line of clothing and boots, all made in the USA by Americans from American materials. Jocko, along with Origin founder and CEO Pete Roberts, have brought manufacturing back to the USA, and thousands of our fellow countrymen are better off for it.

Hands down the best pair of boots I’ve ever worn. The Coronado six-inch big lug boot by Jocko’s Origin. Handmade in the USA from American components. Perfect fit, rugged, good looks. These things will last a lifetime. This is the way things used to be made, with pride, and I give that two big thumbs up.

Finding Balance

Jocko’s approach to life and business is summed up in his perspective on challenges: “Good. We have the opportunity to figure out a solution.” This philosophy underscores his method of facing setbacks not as obstacles but as opportunities for growth and learning. Discipline, however, is not enough on its own.

He emphasizes the importance of balancing creativity with discipline (he has authored at least 10 books, including fiction and works for kids), pointing out that one without the other is incomplete. This balance is crucial in developing a new product, crafting a book, or leading a team. Jocko teaches that discipline channels creativity into impactful outcomes, while creativity ensures that discipline is directed towards meaningful goals.

Jocko takes a pic of his watch every morning as soon as he wakes up and posts that image on social media. This is from today. He singlehandedly got me to start waking up at 0430 each day to make the most of my time. Ben Franklin said, “Time is the stuff life is made of.” Once it’s gone, you’ll never get it back. Wake up and live it.

In essence, Jocko’s journey and teachings offer a blueprint to everyone for achieving success through resilience, adaptability, and a balanced approach to creativity and discipline. His story, from the battlefields to the boardroom, illustrates the power of leadership and the transformative impact of taking extreme ownership of one’s actions and decisions.