The courage to lead is the eagerness to sacrifice and take risks for the good of an unknowable future. It can be developed through experiencing life-altering events, finding just causes, identifying a worthy rival who inspires, and committing to helping others. The courage to lead is the fifth and final essential practice of Fostering an Infinite Mindset.

Ethical fading occurs when company culture allows unethical behavior for the sake of advancing interests. By sacrificing moral decision-making, a company suffering this condition will often prioritize profits over the safety and well-being of employees, customers, or innocent bystanders. Ethical fading is a symptom of finite thinking.

Existential flexibility is a leader’s ability to disrupt the status quo of their current business model, a strategy to advance the just cause of their organization. It demands sacrifice and entails risk. It is often met with hesitation or opposition by team members and shareholders, but Sinek cites Walt Disney and Steve Jobs as leaders who successfully flexed to advance their just causes.