Tag @jockowillink to see it 👇 Every morning for a decade, Jocko Willink has photographed a $50 Timex at 4:30 and posted it before most of his audience is awake. That is the whole marketing plan. He sells discipline, and two million people watch him do it every day. He runs the business the same way. His book is called Extreme Ownership, and whenever a gatekeeper says no or wants a cut, he builds the thing himself. When he wanted an energy drink, he made one with Origin in Maine and sold it on the podcast without buying an ad. When Macmillan could not get Mikey and the Dragons out by Christmas, he started Jocko Publishing and had it on pre-order by Thanksgiving. He chairs both companies. Extreme Ownership has sold more than half a million copies. Jocko Fuel took $30 million from private equity in 2022 and does around $30 million a year. And the consultancy that had one employee after four years still has her: Jamie Cochran is now its chief operating officer. Follow @theventure for the greatest founder stories ever told.