Rob Jones

Sent to the most violent battlefield in Iraq, Jocko Willink and Leif Babin’s SEAL task unit faced a seemingly impossible mission: help U.S. forces secure Ramadi, a city in Iraq deemed “all but lost.” Despite seemingly insurmountable odds, U.S. forces, through heroic acts of bravery and courage, and by working alongside the local people, secured victory in Ramadi.

Through these experiences, Jocko and Leif learned many life-changing lessons, the most important being that leadership is the most important thing on the battlefield. Determined to not let the tragic losses that they had suffered be in vain, they took these lessons back to the SEAL Teams by instituting SEAL leadership training that helped forge the next generation of SEAL leaders.

After departing the SEAL Teams, they launched Echelon Front, a company that teaches these same leadership principles to businesses and organizations. From promising startups to Fortune 500 companies, Babin and Willink have helped scores of clients across a broad range of industries build their own high-performance teams and dominate their battlefields.

Since then, Echelon Front has grown to include 15 instructors, including Rob Jones.