What truly distinguishes the best leaders from the rest? This profound question is at the heart of “CEO Excellence: The Six Mindsets That Distinguish the Best Leaders from the Rest,” a seminal work by McKinsey senior partners Carolyn Dewar, Scott Keller, and Vikram Malhotra. As a fractional CMO, I found this book to be far more than just a glimpse into the C-suite; it was a powerful roadmap for understanding the challenges and opportunities my clients face, and how I can better partner with them to drive success.
The book’s authority isn’t built on speculation, but on an unprecedented research effort. McKinsey & Company delved into over two decades of data, meticulously analyzing the tenures of 7,800 CEOs from 3,500 public companies across 70 countries and 24 industries. Their objective: to pinpoint those CEOs whose companies not only grew but also demonstrably became “healthier” under their leadership, exhibiting what the authors term “breakaway success.” This quantitative analysis was then enriched by in-depth interviews with a representative sample of 67 high-performing CEOs, including titans like Mary Barra (GM), Jamie Dimon (JPMorgan Chase), Reed Hastings (Netflix), and Satya Nadella (Microsoft). The resulting synthesis reveals six core mindsets that consistently distinguish these extraordinary leaders.
For me, the immediate resonance of these mindsets with my role as a fractional CMO was striking. When clients bring me in to leverage my knowledge, skills, and expertise to craft and execute strategy, I’m essentially stepping into a supportive, yet critical, leadership position. Understanding these six mindsets isn’t just about empathizing with the CEO’s formidable challenges; it’s about anticipating their needs, leading up when necessary, and contributing to outcomes that exceed expectations. These principles are equally vital for any executive team member, board member, or even individual contributor aiming to support transformational work.
The Six Mindsets: A Framework for Excellence
Let’s explore these six mindsets, not just as a CEO’s playbook, but as a framework for excellence applicable across the organizational hierarchy:
- Setting the Direction: Elite CEOs proactively chart a course for the future. They possess an Exceptional Futurist Mindset, keenly observing technological shifts, evolving customer preferences, and emerging threats. This foresight enables them to make bold, calculated bets before trends become mainstream. For a fractional CMO, this means not just developing a marketing strategy for today, but envisioning where the market is headed, identifying the next growth curve (think of the S-curve concept), and positioning the brand for future relevance. The rise of AI, for instance, isn’t just a trend; it’s a fundamental shift demanding proactive strategic thinking in every marketing plan.
- Aligning Your Organization on That Direction: A brilliant strategy is useless without buy-in. The best CEOs are masters of communication and culture, ensuring every part of the organization understands and embraces the chosen direction. As a fractional CMO, my strategies must be clearly articulated and compellingly presented, not just to the CEO, but to sales teams, product development, and customer service. Alignment ensures that marketing efforts are truly integrated and amplify the overall company vision.
- Mobilizing Your Leaders to Deliver on That Direction: This isn’t just about delegation; it’s about empowerment. Top CEOs build strong executive teams and foster an environment where leaders are empowered to execute. For me, this translates to collaborating closely with internal marketing teams or other department heads, providing them with the tools, insights, and support they need to bring marketing strategies to life. It’s about building capability and fostering ownership.
- Working With Your Board: The board is a critical partner, providing oversight and strategic guidance. Exceptional CEOs build strong, transparent relationships with their boards, leveraging their expertise while maintaining strategic autonomy. While a fractional CMO typically doesn’t report to the board, understanding this dynamic is crucial. Knowing how the CEO engages with the board can inform how marketing initiatives are framed and positioned, ensuring they resonate with the highest levels of governance.
- Connecting with a Group of Stakeholders: Beyond internal teams and the board, CEOs manage a vast web of stakeholders—investors, customers, regulators, communities, and more. They understand that reputation and long-term success depend on managing these relationships effectively. For a fractional CMO, this mindset reinforces the importance of integrated communications. Every marketing message, every campaign, must consider its impact on the broader stakeholder ecosystem, building trust and fostering positive perceptions.
- Managing Your Personal Effectiveness: Finally, and perhaps most crucially, top CEOs are intensely disciplined about their own performance, time, and well-being. They recognize that their personal effectiveness directly impacts the organization’s success. This is a powerful reminder for any leader. In my role, maintaining focus, continuously learning, and safeguarding my own energy ensures I can consistently deliver high-quality strategic guidance and execution for my clients. It’s about sharpening the sword for every battle.
“CEO Excellence” is more than just a collection of case studies; it’s a comprehensive guide for any aspiring leader. It offers actionable advice on strategic thinking, talent management, and crisis response. The emphasis on an “Exceptional Futurist Mindset” particularly resonates in today’s rapidly changing world, where anticipating the next S-curve of growth, especially with the immediate impact of AI, is paramount.
Reading this book has undoubtedly strengthened my own leadership mindset and deepened my empathy for the unique pressures and immense responsibilities that CEOs carry. I encourage other executive team members, board members, and indeed anyone involved in driving organizational transformation to dive into its pages. The insights gleaned will not only help you better understand top leadership but also empower you to lead more effectively in your own sphere, helping your organization not just survive, but truly excel.
NOTE: If you have already read the book check out the mckinsey.com article from the authors “The CEOs Secret To Successful Leadership CEO Excellence Revisited” for the new thoughts
