5 Elements of Relentless Leadership, according to WarTime CEOs

Over the past two seasons of WarTime CEO Stories, we’ve had a front-row seat to the defining moments and principles that shape today’s trailblazing CEOs.

Amid economic downturns, operational upheavals, and intense competition, the people featured in our newsletter demonstrate what it means to guide an organisation through turbulent waters. The stories shared were at once sobering and uplifting, reinforcing the idea that transformative leadership often emerges from the crucible of crisis.

From bold, high-stakes decisions like in the case of SpaceX’s Elon Musk or Nvidia’s Jensen Huang, to the visionary approach of leaders like Nintendo’s Satoru Iwata, who placed people at the centre of innovation, the common thread has been a relentless drive to be better than before.

We’ve heard CEOs describe the importance of building trust through action, not just rhetoric, and observed how a clear, people-first vision can unify entire teams towards a singular goal. These principles were not theoretical musings; they were hard-won insights, tested under pressure, and proven through tangible outcomes.

In the first edition of WarTime CEO Stories for 2025, we revisit the five key elements of relentless leadership as presented in the insights of the world’s top CEOs.

In a world where change is the only constant, these principles provide a compass for current and aspiring WarTime CEOs looking to emerge stronger—and more resilient—no matter how steep the challenge.

#1: Boldness and a Healthy Appetite for Risk

Wartime CEOs confront risk head-on. Bold calls and the willingness to act—even when uncertain—often separate transformative leaders from those who merely react.

Ben Horowitz: “Every time you make the hard, correct decision, you become a bit more courageous.”

Elon Musk: “When something is important enough, you do it even if the odds are not in your favour.”

Michael Dell: “Regrets are born of paths never taken.”

Satoru Iwata: “We do not run from risk. We run to it.”

Phil Knight: “Have the courage to fail forward.”

Tim Grover: “If you think the price of winning is too high, wait until you get the bill for regret.”

Alan Mulally: “Leadership is about making tough decisions, even when they are unpopular.”

#2: The Drive for Constant Reinvention

In a crisis, stagnation is lethal. CEOs who adopt a continual experimentation mindset and solve real problems quickly gain an advantage—and those who move too slowly risk irrelevance.

Jensen Huang: “Innovation is not about grand visions. It’s about solving real problems.”

Dr. Lisa Su: “The world is starving for new ideas and great leaders who will champion those ideas.”

Steve Jobs: “Innovation distinguishes between a leader and a follower.”

Jeff Bezos: “Failure and invention are inseparable twins. To invent, you have to experiment.”

Peter Cuneo: “Most of us would rather live in a cocoon and be happy. You have to make changes to be happy.”

Sam Walton: “You can’t just keep doing what works one time – everything around you is changing.”

Reed Hastings: “Companies rarely die from moving too fast, and they frequently die from moving too slowly.”

#3: The Courage to Adapt

Hard times reveal the mettle of a leader. Accepting that adversity is inevitable—and having the courage to adapt—keeps you moving forward when others stall.

Yvon Chouinard: “It’s not an adventure until something goes wrong.”

Andy Grove: “You have to change dramatically to rise to the next level of performance. Miss that moment – and you start to decline.”

Mary Barra: “You have to learn how to navigate the tough times because that’s when you really build character.”

Ed Whitacre: “None of us has control over the economy [or] the job market. But we are 100% in charge of how we respond to challenges.”

Dan Martell: “Your response to failure matters more than your path to success.”

#4: Leadership by Example

When the pressure is on, teams look to leaders for moral clarity, confidence, and consistency. Showing integrity, setting a high bar, and being unafraid to challenge norms inspire others to follow you through the storm.

Indra Nooyi: “As a leader, I am tough on myself and raise the standard for everybody. However, I am also caring.”

Brian Moynihan: “The most powerful tool we have as leaders is our own example.”

Jamie Dimon: “Do the right thing going forward.”

Jane Fraser: “If you’ve made a bad decision … own it.”

Dara Khosrowshahi: “It’s the leader’s job to always go against the flow.”

Ursula Burns: “Impatience is a virtue.”

#5: A Vision for the Future

Wartime CEOs can’t afford to lose sight of the long view. Balancing emotional intelligence, a people-first mindset, and a clear vision fuels sustained growth—and galvanises teams to build something that truly matters.

Brian Chesky: “Build something 100 people love, not something 1 million people kind of like.”

Larry Culp: “Nothing big, nothing bold, nothing important ever happens without starting with the end in mind.”

Satya Nadella: “In the long run, EQ trumps IQ.”

Codie Sanchez: “The best business school is … being in business.”

Sir Richard Branson: “You don’t learn to walk by following rules. You learn by doing and falling over.”

By combining calculated risk-taking with relentless innovation, unwavering resilience, principled leadership, and a long-term people-centric view, CEOs can steer their organisations through the toughest battles—emerging stronger and more dynamic than before.

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Until next week, may the force be with you.

Kevin

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