The 20 Mile March – Why Discipline Beats Everything Else

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Ted Bonel 2. STRATEGY

When Jim Collins wrote Great by Choice, he identified one factor that separated companies that thrived in chaos from those that merely survived it. That fac

10 X leadershiptor wasn’t luck, innovation, or timing.

It was discipline — what Collins calls Fanatic Discipline.

And nothing captures that idea better than the 20 Mile March.

What Is the 20 Mile March?

In Great by Choice, Collins tells the story of two explorers — Roald Amundsen and Robert Falcon Scott — racing to be the first to reach the South Pole in 1911.

20 Mile March

Scott’s team pushed hard on good-weather days and rested on bad ones.
Amundsen’s team, in contrast, marched 20 miles every day, no matter the conditions.

Amundsen reached the pole first — and returned safely. Scott’s team perished.

That story has become a timeless metaphor for strategic endurance. Success isn’t about one heroic sprint. It’s about the relentless rhythm of consistent progress.

Nothing illustrates the impact of discipline more than one of the fundamental lessons from Great by Choice on how great companies achieve success.

The 20 Mile March in Business

In Collins’ research, companies that practiced a 20 Mile March outperformed their peers dramatically:

  • In 29 cases where companies “20-Mile-Marched” through turbulent markets, every single one (100%) emerged stronger.
  • In 23 cases where companies didn’t — only 3 out of 23 (13%) did.

That’s the power of disciplined consistency.

The principle is simple:
Perform well in bad times. Hold back in good times. Stay the course.

The comparison companies overextended in booms and panicked in downturns. The great ones — the “10Xers” — stayed methodical, deliberate, and steady.

What This Means for You

For leadership teams, your 20 Mile March might mean:

  • Consistently hitting financial targets without chasing unsustainable spikes.
  • Maintaining hiring discipline instead of scaling too fast.
  • Keeping to a regular meeting rhythm and metrics cadence, even when the business feels “too busy.”

That’s how discipline becomes culture — and culture becomes advantage.

In Scaling Up, we call this Strategic Discipline: clear priorities, measurable dashboards, and consistent meeting rhythms.

Disciplines become routines. Routines become habits.
And habits build resilience — the quiet superpower of great companies.

Final Thought

The 20 Mile March is not glamorous. It’s not fast. But it’s unstoppable.

While others burn out in the sprint, you’ll still be moving forward — one disciplined step at a time.

As Collins reminds us: “The signature of mediocrity is not an unwillingness to change; it’s chronic inconsistency.”

Ready to build Strategic Discipline into your team?

To Scale Up your business! Take our Scaling Up/Four Decisions Needs Assessment to discover how your business measures against other Scaled Up companies. We’ll contact you.

TED BONEL, SCALING UP PRACTITIONER – STRATEGY & EXECUTION BUSINESS ADVISORS

Are you looking to scale your business and execute strategy with clarity and impact? I help CEOs and founders turn big ideas into real-world results, guiding small to mid-market companies through tailored strategic insights that drive growth.

My expertise lies in simplifying complexity – bridging high-level strategic frameworks with the practical realities of running a business. Unlike many consultants who focus solely on theory or execution, I specialise in both—translating strategy into actionable, transformative steps that deliver lasting results.

Ready to build Strategic Discipline into your team?

Let’s explore how I can help your team achieve its objectives. Contact me at tedb@strategyandexecution.com.au to schedule a free 30-minute discovery meeting.

 

ABOUT STRATEGY & EXECUTION

For over 20 years, Strategy & Execution has supported leaders and organisations in developing and executing winning strategies. We provide expert facilitation, executive education, and hands-on consulting to help businesses refine their strategic direction and implement it effectively.

Using proven methodologies like Scaling Up, E-Myth Mastery, Outthinker, and more, we challenge conventional thinking and equip organisations with the tools to accelerate growth. Our approach is dynamic—combining deep business experience with practical execution. We don’t just advise; we roll up our sleeves and work alongside you to make strategy happen.

If you’re preparing for a strategy development or execution challenge and are committed to creating real value, we’d love to hear from you. Learn more about our work or upcoming workshops.

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