Great companies create cultures where truth is spoken openly, data isn't sugarcoated, and "sacred cows" can be challenged. How to practice it?

* Institutionalize openness. Hold monthly "Red Flag Meetings" where teams surface the toughest realities without repercussion.

* Kill sacred cows. Products, divisions, or strategies that once worked but no longer serve, cut them. Quickly. Even if they once defined the company.

* Balance facts with faith. Brutal honesty doesn't mean pessimism. It means clarity with confidence that the company will prevail.

When leaders face reality with discipline, they inspire confidence instead of panic.

3. Discipline in Action

Unlike the heroic CEO archetype we love to glorify, the leaders who elevate companies from good to great are humble in credit but relentless in execution. Their decisions prioritize the company's long-term health, not short-term applause. Here's how to practice it:

* Shift the pronoun. In success, say "they." In failure, say "I." This builds trust and signals accountability.

* Build a succession pipeline. Actively grow leaders who can replace you. That's how you create long lasting companies and the base of your legacy.

* Channel ego into mission. Ask daily: Am I building a company that matters, or just polishing my own résumé?

What Greatness Actually Looks Like

For most CEOs, the question isn't "Are we good?" -- because the answer is usually yes. The real question is, "Are we willing to do the tough, unglamorous work it takes to become great?"