Jocko Willink

And the guy came up to me afterward and said, I want you to come talk to all my CEOs.

And he owned like 45 or 50 companies at the time.

And I went and did that.

And then it just started happening.

And I eventually,

was getting like business, you know?

And Leif had gotten out of the Navy, the Army.

Leif had gotten out of the Navy and he was like kind of considering going to law school, I think at the time.

And his wife was, you know, gainfully employed at Fox News.

And, you know, I was like, hey man, I need some fire support over here.

And he's like, we wanna do a leadership company.

And I kind of...

talked about it with him before, because when I started talking to these civilian companies, I realized that everything I had learned about leadership applied to all leadership.

It wasn't unique to combat.

Leadership was leadership.

And once I realized that, I realized that I had something that would be useful for a lot of people.

And so then, like I said, it just grew word of mouth.

And from there, this is kind of how all this stuff eventually happened because as Leif and I would talk to different companies and they would come up afterwards and be like, hey, do you have this stuff written down anywhere?

Do you have a pamphlet you can give us?

And so we wrote it down.