A core tenet of Forrest Li's leadership is that leaders must personally own and execute the most difficult decisions, like freezing salaries. He argues that pleasant and popular tasks should be delegated, while the leader's ultimate responsibility is to show up in difficult times and make the unpopular-but-necessary calls.

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.

The traditional model of being either a wartime or peacetime leader is outdated. In today's volatile environment, leaders must be fluid, adapting their style day-to-day to handle both long-term strategic initiatives (peacetime) and immediate crises like unexpected tariffs (wartime).

The ability to be vulnerable and authentic as a leader often isn't a sudden "aha" moment. It is the cumulative result of navigating significant professional failures and profound personal challenges. These events strip away ego and force a re-evaluation of priorities, leading to genuine empathy.

In leadership, especially during conflict, you have a choice. You can be a 'thermometer,' merely reacting to the emotional temperature of the room, or a 'thermostat,' actively setting and controlling it. Great leaders intentionally manage the environment, calming panic or creating urgency as needed, rather than mirroring the ambient mood.

If a decision has universal agreement, a leader isn't adding value because the group would have reached that conclusion anyway. True leadership is demonstrated when you make a difficult, unpopular choice that others would not, guiding the organization through necessary but painful steps.

A defining trait of a true leader is their emotional consistency, especially during crises. By delivering bad news with the same calm, nonchalant demeanor as good news, they signal to their team that the situation is under control. This emotional regulation prevents panic and builds confidence.

Success at the leadership level requires a developed tolerance for pressure and uncertainty—a skill the CEO calls a 'stomach' for it. This resilience is a distinct capability, and its absence can cause even the most intelligent and talented individuals to fail under pressure, making it a crucial trait for high-stakes roles.