by Jonathan Jones
In an unpredictable market, many business owners either sprint in panic or freeze in uncertainty. But Jim Collins’ 20 Mile March concept teaches a smarter approach: sustained, disciplined progress—no matter the circumstances.
Collins shares the story of two Antarctic explorers in 1911: One team marched consistently—20 miles every day, no more, no less—regardless of the weather. The other pushed hard in good conditions and rested in bad ones. The steady-paced team reached the South Pole first and survived; the erratic team perished. The lesson? Discipline beats reactionary decision-making.
Here’s how small business owners can apply the 20 Mile March today:
1. Set Clear, Achievable Goals – Define a steady pace of progress that your business can maintain in both good and bad times. Whether it’s steady sales growth, controlled hiring, or consistent marketing, commit to a measurable plan.
2. Resist Overextending in Boom Times – It’s tempting to take big risks when things are going well. But sustainable businesses avoid reckless expansion. Stick to your strategy and don’t sprint just because conditions seem favorable.
3. Keep Moving When Times Are Tough – Economic uncertainty, supply chain issues, or political instability can make you want to hit pause. Don’t. Adapt, trim excess, but keep marching forward—even if it’s just small, deliberate steps.
4. Maintain Financial Discipline – Don’t rely on the next boom to save you. Keep reserves, control spending, and ensure your business can withstand market swings.
Success isn’t about reacting to every storm—it’s about marching steadily through it. The question is: Will you control your pace, or will the market control it for you?
Jonathan Jones (Jonathan.jones@vistagechair.com or 314-608-0783) is a CEO peer group chair/coach for Vistage International.