Comfort is the Enemy of Growth

In combat, comfort gets people killed. In business, comfort kills growth.

One of the books that really spoke to me is Extreme Ownership by Jocko Willink. It’s more than a leadership guide—it reflects exactly how we led our Marines in the Infantry. The mission-first mindset. The radical accountability. The absolute refusal to point fingers. That same level of ownership is what your business needs if it’s going to grow—and survive.

As a veteran-owned business, we don’t just carry the title—we carry the standard. Leadership is not a position. It’s a daily choice to show up, push forward, and never settle. Our team, our customers, and our reputation depend on it.

What is Extreme Ownership?

Jocko Willink defines Extreme Ownership as this: “There are no bad teams, only bad leaders.”

In your business, that means everything—good or bad—is your responsibility.
Your employees miss a deadline? That’s on you.
A customer has a bad experience? Own it.
Sales dropped? Take the hit and fix the system.

As Marines, we didn’t get to blame the weather, the terrain, or poor intel. We adapted. We solved the problem. We finished the mission. That mindset isn’t just for the battlefield—it’s the foundation for running a high-performance business.

The Cost of Complacency

Let’s be clear: complacency is a killer.

It creeps in slowly. You start letting little things slide. You assume customers won’t notice delays. You stop reviewing your numbers. Before you know it, you’ve plateaued—or worse, started to decline.

Your team watches everything you do. If they see you settle, they’ll settle too.
Complacency spreads like a virus—silently, but with devastating impact.

Lead by Example: Your Attitude is Contagious

If you’re the leader, you are the standard. Your attitude, your energy, your discipline—those are contagious. You cannot expect your employees to be motivated if you’re not motivated.

We used to say, “Leaders eat last.” That wasn’t just tradition—it was a reminder that leadership is service. If you want your business to thrive, you must show your team how it’s done. Be early. Stay late. Do the hard things without being asked.

Discomfort Builds Growth: Embrace the Suck

Growth doesn’t come from doing what’s easy. It comes from struggle. From failure. From pressure.

It’s the same in business. A failed launch? A marketing campaign that flopped? That client who chewed you out? Don’t hide from it. Don’t complain. Own it.

Then fix it.

Every failure contains a lesson. Every obstacle is an opportunity to get better. But only if you’re willing to face it head-on.

Push Yourself Daily: Lead from the Front

If you want your business to grow, you need to grow first. Here’s how you can do that every single day:

• Start your day early and with purpose
• Do a personal “after action review” every night
• Set weekly challenges that push you out of your comfort zone
• Identify one weak area in your business every month—and attack it
• Stay physically and mentally sharp: discipline in your personal life fuels your leadership

Jocko says it best: “Discipline equals freedom.”
That applies to your calendar, your cash flow, and your customer experience.

Be Obsessively Responsive to Customers

Responsiveness builds trust. In a world of automated phone trees and “we’ll get back to you soon” emails, being fast and human is a competitive edge.

Every client interaction is a test:
Did you respond quickly?
Did you make them feel like a priority?
Did you fix the issue—even if it wasn’t your fault?

Take ownership of the customer experience from A to Z. When customers feel heard, they stay loyal. And in tight-knit communities—especially the veteran and 2A communities—word travels fast.

Build a Team That Takes Ownership Too

It’s not enough for you to lead hard. You’ve got to raise up other leaders.

• Teach your team to debrief like Marines: what went right, what went wrong, and what we’re doing next
• Encourage initiative—reward people who take responsibility
• Don’t tolerate blame culture. Ever.
• Give your team ownership over tasks—and hold them to it

Create a culture where people want to take pride in their work. That only happens when they see you doing it first.

The Mission Never Ends: Keep Moving Forward

Success isn’t a finish line. It’s a moving target. The second you think you’ve “arrived” is the second you start falling behind.

Share your goals. Let your team know what you’re working on. Stay humble, stay hungry, and never lose sight of the mission.

Whether you’re leading Marines or managing a small business—the mindset is the same:
Own everything.
Push forward.
Win the day.

Conclusion: Lead Hard. Stay Dangerous. Win the Day.

Extreme Ownership isn’t a trendy phrase—it’s a way of life. And it’s exactly what your business needs.

As a veteran, you’ve already lived it. Now lead with it.

Reject comfort. Own your failures. Push yourself to be better than you were yesterday. That’s how you earn respect. That’s how you grow. And that’s how you lead from the front.

👉 Start today. Make the call. Send the email. Fix the thing you've been avoiding. Take the hill.

Your team is watching. Your customers are watching.

Time to go to work.