Described as "absolutely unflappable," CMO Laura Kneebush reveals her method is a deliberate process, not just a personality trait. When faced with a crisis, she intentionally pauses, listens to understand all perspectives, thinks about the big picture, and only then creates a path forward.

In a crisis, the instinct is to shout louder and match escalating chaos. True leadership involves 'energetic jujitsu': deliberately slowing down and bringing calmness to the situation. This rare skill is more powerful than simply increasing intensity.

Contrary to avoiding negative thoughts, contemplating dire situations and planning for them is a healthy mental exercise. This proactive problem-solving removes the element of surprise, builds confidence, and creates a sense of control, enabling faster and more certain action during an actual crisis.

When facing an existential business threat, the most effective response is to suppress emotional panic and adopt a calm, methodical mindset, like a pilot running through an emergency checklist. This allows for clear, logical decision-making when stakes are highest and prevents paralysis from fear.

During a crisis, a CEO's job is twofold. First, ensure the best people are activated and fully supported. Second, focus on high-leverage tasks only the CEO can perform, like public communication or raising emergency capital overnight.

Resilience isn't a switch to be flipped during a crisis. It is the accumulated result of consistent habits, a supportive culture, and a psychological "margin" built over time. It is an outcome of intentional preparation, not an inherent trait you simply possess.

True leadership is revealed not during prosperity but adversity. A “wartime general” absorbs pressure from difficult clients or situations, creating a safe environment for their team. They don't pass down fear, which distinguishes them from “peacetime generals” who only thrive when things are good.

During COVID, when Airbnb's revenue dropped 80%, CEO Brian Chesky led with a three-part framework. 1) Head: Stay focused on the long-term purpose. 2) Heart: Choose hope over despair by focusing on bright spots. 3) Hands: Relentlessly execute with a constant cadence of communication and decision-making.

Ambitious people try to tackle everything at once during a crisis. Instead, identify the single most critical fire—often a decision you've been procrastinating on. Focus all your energy on putting out that one fire in the next 30 days before addressing anything else.