Commander's Intent Framework
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A military planning concept from Navy SEAL operations that emphasizes having clear desired outcomes while being flexible with execution plans. Particularly useful for business strategy.
Core Concept of Commander's Intent
- Define and verbalize the clear desired outcome upfront
- Create detailed plans while accepting they may change
- When plans fail, fall back on the core intent to guide decisions
- Use intent as filter for decision-making - does this get us closer to goal?
Why Planning Matters Despite Change
- Provides confidence to team members
- Creates something to fall back on when things go wrong
- Forces clarity around desired outcomes
- Helps filter decisions against stated goals
Real World Example: SEAL Team 6 Bin Laden Mission
- Built exact model of compound
- Practiced exact number of steps and timing
- Helicopter crashed on landing, destroying original plan
- Success achieved by focusing on core mission intent despite plan failure
Business Application (Sam's Experience)
- Set clear financial freedom goal by age 30
- Created revenue targets and milestones
- Used commander's intent to:
- Filter opportunities
- Make decisions when plans changed
- Stay focused despite missing some targets
- Adapt while maintaining core goal
Key Takeaway
- Plans will likely fail or change
- Having clear commander's intent allows:
- Flexible execution
- Consistent decision making
- Team alignment
- Measurable progress toward goal
Sam Parr
Host of MFM and fitness influencer
Sam Parr is a serial entrepreneur and business media pioneer.
In 2016, he founded The Hustle, a business news media company that started in his kitchen with just $12 and grew to eight figures in revenue.
Sam led the charge in making newsletters popular when few believed in their potential.
After four successful years, he sold The Hustle to HubSpot, a publicly traded company. Now operating as HubSpot Media, The Hustle reaches 3 million readers daily, employs a team of nearly 100, and has been the launchpad for dozens of its staff to found their own media companies and newsletters.
Sam remains the host of the popular business podcast, My First Million, and continues to start and sell companies. He also co-founded Hampton, a highly vetted community for entrepreneurs, founders, and CEOs, and teaches people to write better through his platform, Copy That.