Jocko Willink reminded me of this life-saving principle:
As a Special Operations operator, we lived by “default: aggressive”
– always moving forward, always taking initiative.
It wasn’t a choice, really……it was survival.
Today, I coach entrepreneurs and other high achievers who dominate their industries, yet something feels off.
They’ve built empires but lost kingdoms.
Here’s what I mean:
They’re aggressive in:
• Market expansion
• Revenue growth
• Competitive takedowns
But playing pure defense in:
• Marriage and relationships
• Physical health
• Mental wellness
• Life purpose
• Joy and adventure
You know what?
These are the same people who would never accept a defensive strategy in business.
They’d fire any CEO who said, “Let’s just maintain what we have and see how it goes.”
Yet in life, they’re doing exactly that.
• Maintaining failing marriages instead of rebuilding them
• Managing declining health instead of optimizing it
• Coping with emptiness instead of pursuing purpose
• Surviving weekends instead of creating adventures
Here’s what I learned in SOF:
The best defense is a calculated offense.
You set the tempo, not the enemy.
You don’t react to threats.
You shape the battlefield.
Your life deserves the same aggressive excellence you bring to your business.
But this time, you’re not building to exit.
You’re building to live.
Time to go on offense.
Because someday, you’ll realize that the biggest competitor was never in the market.
It was in the mirror.
PS: Enjoy this? Follow Robin Coenen for more.
Ready to build your own Epic Life?
Join my community of subscribers to the Epic Life Newsletter here> https://robin-coenen-newsletter.kit.com/53c375a1b4