Few names embody discipline and leadership like Jocko Willink. The retired Navy SEAL commander turned bestselling author, entrepreneur and podcaster has built an empire on principles forged in the chaos of combat. In an exclusive conversation with Mona Lisa Faris, president and publisher of U.S. Veterans Magazine, Willink opened up about his extraordinary journey—from leading elite SEAL Teams on the battlefield to leading companies and communities across the country.
For two decades, Willink commanded some of the most elite units in the U.S. military, operating in the world’s most demanding environments. Today, he channels those lessons into a new mission: helping others lead with accountability, discipline and purpose. Whether in combat, business or personal growth, his philosophy remains the same—take ownership, stay humble and never lose sight of the mission.
Willink’s path from the battlefield to the boardroom has made him one of the most recognizable voices in modern leadership. His no-nonsense approach, rooted in service and integrity, has turned “extreme ownership” from a military principle into a global mindset. But behind the brand is a veteran whose message is ultimately about transformation, resilience and finding purpose beyond the uniform.
Forged Leadership
“The SEAL Teams taught me everything I know,” Willink said. “That’s where I grew up, and that’s what I learned—the cornerstone being extreme ownership. Take responsibility for what’s happening in your world and don’t blame anyone else. When you do that, you gain control over your problems.”
It’s a mindset he developed early in his career, observing both strong and weak examples of leadership. “I saw leaders who took ownership and leaders who blamed others,” he recalled. “The respect for those who take ownership is always higher.” That simple but powerful observation would shape everything he did—from commanding troops overseas to leading companies at home.
To Willink, leadership isn’t innate—it’s learned. “People think leadership is a trait you’re born with,” he said. “It’s not. It’s a series of skills. If you don’t learn them, you’re just guessing.” He compares it to learning basketball or guitar—skills that require instruction, practice and patience. “Making decisions based on emotion or ego,” he added, “that’s where leaders fail. Discipline and humility are what keep you on course.”
Candace Owens and Jocko Willink on set during a taping of Candace in Nashville, Tennessee. COURTESY JOCKO WILLINK
Purpose Redefined
Like many veterans, Willink faced a defining moment as he transitioned out of the military. For years, his identity was tied to the SEAL Teams—the mission, the camaraderie, the clarity of purpose. Losing that structure can be disorienting. But for Willink, it became an opportunity.
“In my last few years in the SEAL Teams, I was running our advanced training program and teaching leadership,” he said. “Almost as soon as I retired, I was teaching leadership to civilians. I kind of stumbled into my next mission.”
That next mission became a calling: helping others find theirs. “When you leave the military, you’ve had a mission every day for years,” he said. “If you don’t find a new one, that’s when people spiral. It could be being a great parent, starting a business or learning a trade—but you have to find something that drives you.”
It’s advice he often gives veterans: purpose doesn’t end with a uniform—it just changes form. “Your next mission won’t find you,” he added. “You have to go out and find it.”
Combat Principles
What began as a favor for a friend became the foundation of Echelon Front, one of the country’s most respected leadership consulting firms. “A friend asked me to talk to his company about leadership,” Willink said. “When I finished, he wanted me to speak to every division he had. That’s when I realized the leadership principles I’d learned in combat applied everywhere.”
Soon, those lessons became the framework behind Echelon Front’s success. Joined by his former SEAL teammate Leif Babin, Willink built a team that now includes more than a dozen instructors working with companies around the world.
“The principles are universal,” he said. “Leadership in business isn’t different from leadership in combat. The stakes might be different, but the responsibility is the same.”
Hydrating with Jocko Fuel: COURTESY JOCKO WILLINK
Disciplined Living
From that foundation, Willink’s leadership philosophy has expanded into multiple ventures. Through Origin USA, he co-owns a 100% American-made clothing and manufacturing company. With Jocko Fuel, he’s built a clean supplement and energy drink brand centered on integrity and performance.
“My name’s on it, so it has to be right,” he said. “That’s extreme ownership in action. If something’s not right, it’s on me.”
He attributes the company’s growth to a simple formula: high-quality products, steady demand and patient expansion. “Start small, grow with the demand signal,” he advised. “Don’t over-leverage. Make really good products, and growth will take care of itself.”
Despite managing several businesses, Willink remains true to the principles he first outlined in Extreme Ownership. “I use the same four laws of combat leadership to run my companies,” he said. “Cover and move, keep it simple, prioritize and execute, and decentralized command. Everyone on the team leads. That’s how you build something sustainable.”
That same disciplined mindset drives his personal habits. Willink still rises at 4:30 a.m. every day—a carryover from the military. “The military chews up your time during the day,” he said. “If you want time to work out, plan or get ahead, you’ve got to do it before everyone else wakes up.”
His now-famous early morning photos of a watch reading 04:30 have become a symbol of self-discipline for millions online. But for Willink, it’s not about the image—it’s about consistency. “It’s just a habit that works,” he said. “You prepare early, and you’re ready for whatever the day throws at you.”
Enduring Impact
In 2015, Willink launched the Jocko Podcast, now one of the most popular leadership and military history shows in the world. Encouraged by Tim Ferriss and Joe Rogan to share his insights, Willink used the platform to dive deep into military history, human nature and lessons from the battlefield. What began as a niche project became a global forum for discipline and personal growth.
“The podcast was never about being popular,” he said. “It was about talking about what I’m interested in—leadership, history and how people overcome hardship.” Listeners responded, often sharing stories of how his work helped them repair relationships, advance in their careers or overcome personal challenges. “That’s what success looks like to me,” he said. “Helping people out.”
Jude Hill from The Way of the Warrior Kid: COURTESY JOCKO WILLINK
Willink’s mission has expanded beyond adults. His Way of the Warrior Kid book series introduces young readers to discipline, responsibility and self-improvement. The upcoming film adaptation, The Way of the Warrior Kid, starring Chris Pratt and directed by McG, is slated for release later this year. “The movie is going to help a lot of kids and families,” he said. “It’s going to be an iconic story about resilience and growth.”
Through his companies, books and outreach, Willink has stayed connected to the veteran community. His message to those transitioning out of service is one of gratitude and resolve. “Everyone who signs that dotted line gives up life, liberty and the pursuit of happiness to protect the country,” he said. “That’s an incredible act of service. But remember—you still have more to give. Find your next mission and go get after it.”
For Willink, the mission of leadership never ends—it simply evolves. Whether teaching corporate teams to lead with humility or helping kids discover confidence, his purpose remains rooted in service.
“I just want to help people,” he said. “If what I’ve learned can help someone get through a tough time, get healthier, be a better parent or become a better leader—then that’s success.”
From the SEAL Teams to the C-suite, Willink continues to lead by example—reminding us that discipline, ownership and service aren’t just military virtues. They’re blueprints for a life well lived.
Read more articles for the Veteran Community here.
