I [Jeff Killeen] found I had to be precise and resist my natural temptation to use too many superlatives when describing the accomplishments in the business. John would say, ‘You spin things all the time. You make everything sound good.’ I’d say, ‘John, that was good.’ And he would say, ‘But you make it sound like it’s even better than it is. We’re engineers. We don’t use words like terrific and outstanding. We say, “You did your job.” When you say that the team did a terrific job, they don’t believe you.’ We finally agreed that whenever he thought I was spinning, he would tell me. And whenever I thought he was underwhelming, I would tell him.”

Killeen elaborates on how he learned to communicate in an engineering culture. “The perspective from which John comes to the business is obsessive in a wonderful way. He harks back to the philosophy that he’s building a bridge and that a bridge cannot fail. I said, ‘John, but we’re not building a bridge, and failure is okay if we fail fast and incorporate that learning so that we can grow as fast as possible. It’s preferable to me to get eight things done well and fail a two versus doing three or four things to perfection.’ John said, ‘We’re not trained to accept a lot of failure or welcome it into the process.’ I said, ‘That’s a management concept we have to work on.

Seemingly small steps, changing one project at a time, create momentum. Social scientists have argued that a strategy of “small wins”—making quick, opportunistic, tangible gambits only modestly related to a desired outcome—is in many instances the most effective way of tackling big problems. Part of the reason small wins can produce much bigger results than a grand strategy is psychological: Defining a problem as “big and serious” can make us feel frustrated and helpless and therefore can elicit a less creative (or more habitual) response. We become paralyzed. We make the wrong move just to change. When we see change as requiring “big, bold strokes,” we amplify our fear of it; we overcome this fear by putting one foot in front of the other, in a series of safer steps.

Small wins are also great ways to learn and to enlist supporters. Negotiating both a good fee and mostly remote work on her first consulting contract, for example, helped Susan discard barriers and discover resources that were invisible to her before. One small win in itself may not seem like much; a series of them increases the likelihood of serious change by setting in motion a dynamic that favors a next step and makes the next solvable problem more visible.

In their proactive drive to get ahead of upcoming challenges and their persistence and resilience in pursuit of their goals, all these CEOs exemplified what psychologist E. Tory Higgins has named a promotion focus. Higgins describes it as focus on personal growth, attaining desired outcomes, and realizing ambitions. He contrasts it to a prevention focus, which directs attention to preventing losses, avoiding mistakes, and maintaining safety and security. CEOs with a prevention focus are primarily motivated by the desire to fulfill their responsibilities and avoid negative outcomes. They tend to prioritize risk minimization, seeking stability, predictability, and the avoidance of disruptions. They also generally adhere to established guidelines and procedures. In short, they’re playing not to win but to avoid losing.

Promotion-focused CEOs play to win. They take calculated risks and vigorously seek novel opportunities. In that quest, they foster a culture of creativity. They also demonstrate impressive resilience in the face of setbacks or unexpected challenges, allowing them to draw committees to their goals even during trying periods. This orientation towards proactive problem-solving is always a major asset for leaders.

Nigel Travis, who led Dunkin’ to strong revenue growth in nine years at the helm, observed in his book The Challenge Culture that companies “can quickly go from success to trouble . . . because the culture does not allow for challenging the status quo.” He shared with us that finding ways to break the spell of satisfaction with success was a main focus of his leadership. That was in part because of what he’d witnessed as a senior executive at Blockbuster.

For acquisition, he shared, “We would look at almost anything that came up within the industry for sale, and we had four factors that drove our decisions. One, we would only buy number one or two share brands in their category. We did not believe we could take a dying brand and turn it around. Two, we wanted to buy businesses that had higher gross margin than out company average, so would help our gross margin. Three, we looked for asset-light companies. We didn’t want to buy a company with lots of factories or ones for which we’d have to build new factories. We preferred to bring operations into our own facilities. And four, we went for products that had some sort of advantage versus the competition that we could leverage with our marketing, sales, and operations muscle to make better.” That formula guided the well-measured acquisition of numerous leading brands during his tenure, including Spinbrush, OxiClean, Orajel, Batiste, and Vitafusion. These were businesses that his own business leaders had the expertise to run, and he folded them into Church & Dwight’s existing operations. Focusing on employees with R&D expertise, they kept, on average, only 10 percent of employees, many of whom joined the team at headquarters. “We doubled the size of the company,” he reported, without adding substantially to the number of employees.