The 20 Mile March is a concept popularized by author Jim Collins in his book, Great by Choice: Uncertainty, Chaos, and Luck–Why Some Thrive Despite Them All. Collins remarked that enterprises that prevail in turbulence self-impose a rigorous performance mark to hit consistently—like hiking across the United States by marching at least 20 miles daily. The march imposes order amidst disorder, discipline amidst chaos, and consistency amidst uncertainty. The 20-mile march works only if you hit your march year after year; if you set a 20-mile march and then fail to achieve it, you may well get crushed by events.