The leadership lessons every CEO needs to hear

What if the bravest leaders are not the loudest, but the ones who spend decades fighting to improves millions of lives?

For my series on brave leadership, I spoke with Ruth Dreifuss, former President of Switzerland, pioneer in the fight against HIV/AIDS, and founding member of the Global Commission on Drug Policy. Throughout her career, she has challenged convention, championed public health, and advocated for evidence-based and people-centred approaches to some of society’s most complex policy challenges.

When you speak to Ruth, you immediately pick up on a deep sense of responsibility. When I asked what she was most proud of achieving, she didn't mention becoming Switzerland's first female President. She spoke about helping to secure universal healthcare coverage in Switzerland. To me, this spoke volumes.

We also spoke about values and integrity in leadership. In a world that feels increasingly divided, Ruth and I shared our concerns about the degradation of ethics. As Ruth pointed out, leaders should be able to look themselves in the mirror and feel they've acted with integrity.

For Ruth, progress comes through persuasion, not force. Lasting change happens when leaders bring people with them through evidence, dialogue, and respect. I agree entirely.

Harry Kinnaird / Virgin

This approach has also shaped Ruth's work with the Global Commission on Drug Policy, which she founded in 2011, and where she has long advocated for approaches that place people and evidence at the centre of decision-making. Rather than clinging to approaches that have failed, Ruth explained that leaders must be willing to test new ideas, learn from experience, and course correct when necessary. It's a lesson that leaders everywhere must embrace. Brave leadership means having the courage to question assumptions and admit when the status quo isn't working.

There was so much to takeaway from this conversation. Here are some of the points I wrote down (and underlined!):

1. Brave leadership means taking responsibility beyond the initial win. Change requires ongoing maintenance.

2. Decency matters - and it’s less valued than ever. Respect, integrity, and empathy are critical leadership skills.

3. Follow the evidence. Courage means challenging assumptions, testing new approaches and correcting course when the evidence demands it.

4. Representation opens doors. Progress happens when barriers are removed and people step forward to claim their place.

5. Business leaders have a duty beyond profit. Their decisions affect people, communities, and the planet.

Ruth reminded me that brave leadership isn’t being bold for the sake of being bold. It is the quiet determination to keep improving systems, challenging outdated ideas, and standing by your core values over the course of a lifetime.