“Fortune favors the brave...

August 25, 2025

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...and never helps a man who does not help himself.”



As business leaders, for profit and non-profit, continue to navigate the volatility, uncertainty, complexity and ambiguity (VUCA) of today’s business environment, we see a theme rising out of the chaos; the courage to act! Courageous leadership takes on many forms and is a critical element of staying relevant in our current VUCA business environment. It was put forth by Bill George, former CEO of Medtronic, when he described VUCA 2.0 comprised of Vision, Understanding, Courage and Adaptability. This discussion centers on what we see are the key elements of courage and courageous leadership.

The title quote for this discussion starts with an expression dating as far back as 161 BC with variations attributed to various Roman poet and orators. The second part of the title is attributed to the famous circus performer, PT Barnum. Courage is one of those characteristics constantly argued either as an innate personal characteristic or something that can be learned. Based on our experience coaching leaders across a multitude of businesses both large and small, for profit and non-profit, we believe the latter is true, courage can be learned. We’ll explore the three key elements to make this come to life based on these experiences.


Critical Thinking ~ We’ve written extensively about the importance of critical thinking to effective 21st Century leadership, most recently last month. One of the biggest obstacles to having the courage to act is the lack of information to confidently make the decision to act. Often times, the initial emotional reaction, much like the early stages of grief, lingers longer than it should in the absence of critical thinking. The ability to act with courage depends on evaluating the relevant objective facts as quickly as possible. For instance, we’ve coached our business clients to review their knowledge of macro-economics to understand the factual pros and cons of tariffs. It is armed with objective facts, regardless of their impact to the business, that the leader can make the next right decisions for the organization!


Continuous Learning ~ Learning is a non-stop process for those 21st Century leaders who want to stay relevant in the current VUCA business environment. Successful learning goes well beyond knowing about the business environment to knowing how that information impacts the business. To use the previous example of tariffs, it is one thing to know what tariffs are and another altogether to fully understand their impact to the leader’s business. As we live in an information-rich, knowledge-poor world, it is critical that leaders constantly process new information, gained via ongoing training or in the form of real time intel, through the lens of their business. This contextual knowledge provides the necessary confidence to again decide on the next right steps to staying relevant!


Attitude Reframe ~ One of our favorite quotes is from Maya Angelou that says, “If you don’t like something, change it. If you can’t change it, change your attitude.” Part of dealing with change in the VUCA business environment is how leaders control their mindset in the face of challenging business decisions. Today’s business world is hyper-connected, so it makes sense that leaders embrace systems thinking as part of their attitude reframe. Systems thinking requires an attitude that sees the whole rather than just the parts, sees patterns of change rather than static snapshots, and understands the subtle interconnectedness of their industry. Of key importance is quickly focusing on what they can control within the system versus what they cannot. Lamenting why changes happen after the fact only adds unnecessary distraction to the need to act on what needs to happen next in real time. Leadership confidence comes from knowing there is much still within their control and contributes to the courage to act!


Recent history in this century alone informs leaders in clear terms that a “wait and see” mindset will only put them behind their competitors who have the courage to act decisively. Leveraging the benefits of critical thinking, continuous learning and the right attitude for winning, leaders will have the relevant, objective facts at their disposal to courageously act on the decisions they have the ability and control to make!


How is courage showing up in your business decisions? If you’re not sure, we can help.


Lead Well!

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