He Ignored Every Order to Stay Put On 9/11 and Sang His People Down the Stairs to Safety Then Turned Back Around
In moments of crisis, leadership isn’t just about giving orders; it’s about knowing when to move, to protect, and to inspire those around you. Rick Rescorla’s story is a stark reminder that the most effective leadership often looks like quiet courage combined with unwavering commitment to a plan that keeps people safe. For veteran entrepreneurs, his example offers practical lessons on preparation, communication, and resilience that translate directly into building businesses that endure beyond a crisis.
Rescorla’s life began in Cornwall and carried him through international conflicts before landing him in the World Trade Center as Morgan Stanley’s head of security. The through-line for veterans turned entrepreneurs is clear: the ability to assess risk, design robust systems, and lead teams through uncertainty is a transferable skill set. Veterans bring disciplined training, veteran networks, and a bias toward action that can turn a startup from a risky venture into a sustainable enterprise.
From Ia Drang to the stairwells of 9/11, Rescorla’s approach to safety wasn’t about loud grand gestures but about disciplined routines. He institutionalized drills that trained employees to move in a specific order, in pairs, from the top floors down. For veteran founders, the takeaway is simple but powerful: translate your military discipline into repeatable business processes. Build clear playbooks, run regular exercises, and ensure every team member knows their role during a disruption. When a crisis hits, familiarity with the plan reduces fear and increases speed to action.
Rescorla also demonstrated the importance of authentic leadership. He refused to stay put when a higher authority instructed him to do so, prioritizing the well-being of others over personal safety in a moment of truth. Veteran entrepreneurs can mirror this by cultivating a leadership style that puts employees, customers, and partners first, especially in tough times. This creates trust, strengthens company culture, and fosters loyalty that can outlast immediate adversity.
Communication is another critical thread. In a collapsing building, Rescorla used a bullhorn to guide people to safety, combining information with reassurance. For entrepreneurs, effective communication under pressure—whether with investors, customers, or team members—can be the difference between survival and failure. Develop transparent messaging that communicates realities without sensationalism, and practice it so your team trusts your guidance even when the situation looks dire.
From a veteran-entrepreneur perspective, resilience also means learning from near-misses. Rescorla’s preemptive security drills, informed by his experiences in other theaters, illustrate how cross-domain lessons strengthen a business. Startups can conduct risk assessments that borrow from military planning: identify the top threats to operations, quantify potential losses, and design a layered response so no single failure point can derail the venture.
The legacy of Rescorla extends beyond his heroism; it’s a blueprint for building durable organizations. For veteran entrepreneurs, this means creating adaptable systems, fostering a culture of preparedness, and leading with calm resolve. It also means leveraging the veteran network—mentors, peers, and potential partners who understand the unique challenges of service-to-civilian life—as a resource for mentorship, talent, and resilience.
In practical terms, veteran founders can translate these lessons into actionable steps: establish clear safety and continuity procedures; run regular crisis drills; create transparent, honest communication plans; invest in leadership development that emphasizes empathy and decisiveness; and build a business model that can absorb shocks without collapsing. The story of Rescorla isn’t just a tribute to courage; it’s a guidebook for entrepreneurship that honors the discipline, teamwork, and perseverance veterans bring to the table.
When veteran entrepreneurs apply these principles, they’re not just preparing for the worst; they’re equipping their ventures to thrive in a world that is unpredictable, fast-changing, and increasingly uncertain. That’s how a legacy of courage translates into a thriving, enduring business—one that not only survives crises but emerges stronger because of them.
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