Walking it in

It’s been a while, and with good cause. The past few months, I have been “walking it in.” In the military, "walking it in" refers to the methodical process of adjusting artillery fire based on the results of previous salvos. Each shot provides valuable feedback (too far left, short of target, slightly high) and the next round is adjusted accordingly. Shot by shot, correction by correction, you walk your fire onto target until you achieve the precision needed to accomplish the mission.

Designated marksmen have their own version of this principle: the acronym DOPE, which is commonly interpreted as "Data On Previous Engagement." Every shot fired, every environmental condition encountered, every success and failure gets recorded and analyzed. It’s measured, and the results are recorded in a DOPE book.

This data becomes the foundation for future precision. The marksman who learns from previous engagements by studying wind patterns, understanding how temperature affects trajectory, noting the impact of different positions, becomes exponentially more effective than one who simply hopes for the best with each new shot.

Both concepts are more than just military or law enforcement terminology for me; they've become the driving philosophy behind how The American Excellence Initiative has evolved and how I approach my own personal development journey.

When AEI first launched, my intention was to help everyone and anyone seeking transformational change. Pretty noble, right? I offered general coaching services to any demographic or niche that I could connect with. To continue with the metaphor, my salvos were scattered across a wide target area. I did a little business coaching here, a little life coaching there, and some organizational development scattered in between. While I had good intentions and solid foundational skills, I just wasn’t having the impact that I had visualized.

The feedback was clear: I was missing the mark. Not because my approach was fundamentally flawed, but because I lacked the precision that comes from focused specialization (thank you Dr. Jeff Magee). I was firing for effect without first walking my rounds in.

One thing I was doing was measuring. The old saying, “that which gets measured improves,” is prophetic. DOPE became invaluable. I had decades of data on previous engagements; my own lived experiences across multiple front-line environments.

Four years as an educator taught me about the unique pressures facing school leadership. Nineteen years in law enforcement showed me what first responders truly need to maintain peak performance under stress and elevate their quality of life. Fourteen months as a diplomatic security contractor revealed the mental toughness required in high-threat environments. Two years as a school safety trainer demonstrated the intersection of education and security challenges.

Your experiences don’t just give a “career history” for a resume or a shadow box; they provide tactical intelligence. Each role provided data points about what works, what doesn't, and what people in these positions desperately need but rarely receive. Through careful analysis of results (what worked, what didn't, where I saw the greatest impact) I began to adjust my aim.

Most of my successful engagements shared common elements: they involved people in high-stress, high-stakes environments who needed more than just generic self-improvement advice. They needed leadership development that understood the unique pressures of their roles, wellness strategies that accounted for shift work and traumatic exposures, and resilience training that was practical and immediately applicable.

My target audience (or avatar as the kids say) became clear: front-line personnel and K-12 school leadership teams.

These aren't just demographics—they're communities I understand intimately. Having spent over two decades on various front lines myself (as an educator, law enforcement officer, diplomatic security contractor, and school safety trainer), I've lived the challenges these professionals face daily.

I've experienced the wins and losses, the pressure and the purpose, the moments that test your leadership and the situations that demand resilience. In fact, I have made almost every mistake you can make. More importantly, I assessed and I learned.

AEI has walked its services onto target with crystal clarity: Its mission is to elevate leadership, bolster wellness, and foster resilience specifically for those who serve on the front lines.

This isn't about abandoning versatility; it's about being a force multiplier. Front line personnel don't need generic stress management techniques. They need strategies developed by someone who understands the place they're in: the sights, smells, and sounds that are embedded into their psyche. When a school principal faces a crisis that threatens their learning environment, they need leadership guidance from someone who's navigated similar storms.

AEI’s specialized approach allows me to solve problems, not just “provide services.” I use systemization, behavior design, habit formation, and other proven tactics, techniques, and procedures to help clients handle pressure effectively, bounce back from difficulties, mitigate stress, and manage adversity.

This same principle applies to my own development journey. I'm constantly collecting DOPE on my wellness and health goals, adjusting my approach based on results and feedback. Some weeks my nutrition is on target, other weeks I need to make corrections based on what the data tells me: energy levels, performance metrics, and how my body responds to different approaches.

My fitness routine gets refined based on what my body tells me and what my schedule demands. Previous data shows me that evening workouts are more sustainable for my schedule, that certain exercises yield better results, and that recovery time needs increase with age. This isn't guesswork: it's data-driven adjustment.

At AEI, I'm continually collecting and analyzing DOPE based on client feedback, new knowledge, or a freshly acquired skill. Each quarter provides data points that help me walk my efforts closer to the target of maximum impact and sustainable growth. Failed initiatives become valuable intelligence, not disappointments.

As AEI's trajectory continues to trend upward, the key has been honest assessment and willingness to adjust. Too many people fire one round, miss the target, and either give up or keep firing at the same coordinates hoping for different results. Walking it in requires patience, persistence, and the humility to learn from your experiences.

For first responders, educators, and anyone facing significant adversity, the lesson is clear: scattered efforts yield scattered results. Whether you're developing your leadership skills, improving your wellness routines, or building resilience, the principles of walking it in and collecting DOPE can transform your approach.

Start broad if you must, but pay attention to the feedback. What's working? What isn't? Where are you seeing the greatest impact? But more importantly, what does your previous engagement data tell you? What patterns emerge from your past successes and failures? What environmental factors contributed to your best performances? What conditions led to your setbacks?

Then adjust. Narrow your focus. Specialize your efforts. Walk your rounds onto the target that matters most, using the intelligence you've gathered from every previous engagement.

Your failures aren't failures: they're data points. Your successes aren't just luck: they're repeatable patterns waiting to be identified and systematized.

The difference between those who achieve lasting change and those who remain stuck is often whether they treat their experiences as random events or as valuable DOPE for future engagements.

This doesn't mean becoming so specialized that you lose adaptability. Front line professionals and leaders need versatility. But it does mean developing deep competency in the areas that matter most for your mission and circumstances.

AEI's evolution from general coaching to specialized front-line support reflects a broader truth: excellence comes from the courage to narrow your focus and deepen your impact. I’ve walked my services in from general coaching to precision support for those who serve others in challenging environments.

The mission continues to evolve as I gather more feedback, learn from each engagement, and adjust my approach accordingly. That said, now I fire with the precision that comes from knowing my target and getting clarity on my purpose.

Whether you're a first responder managing the stress of protecting others, an educator leading in increasingly complex environments, or anyone committed to overcoming adversity, remember: excellence isn't about hitting every target perfectly on the first shot. It's about consistently walking it in, making adjustments, and getting better with each round.

The target is worth the effort. Your mission demands precision. And sometimes, the best way forward is to take aim, fire, assess, adjust, and walk it in. Feel free to reach out if you'd like to continue the conversation. Like the blog? Make sure you sign up to be notified whenever a new blog is posted.