“The 20 mile march” or the disciplined and consistent year on year growth plans of high performing companies , impose order amidst disorder , consistency amidst uncertain environment.
This sense of “fanatic discipline” manifested in the form of the well thought out growth plans sacrifice the enticement of aiming for greater growth when the tide is smooth.
Better known competitors of these 10X companies have fallen by the wayside because of a lack of discipline.These are companies who have aimed for higher and higher growth when the tide has been smooth.As a result of such unplanned growth attempts they have failed to survive during difficult times for e.g. slowdown , recessions etc.
These are times when the sense of discipline of these 10X companies have enabled them not only to survive but be profitable as well.
Think of 9/11 attacks in 2001 , outclassing all competitors , South West Airlines still managed to be profitable in 2002
Adopted from Jim Collin’s book titled “Great By Choice”