How CEOs Drive Growth with Outcome-Based Leadership
What’s the difference between a CEO driving single-digit growth and one propelling the company to 2x, 4x, 10X growth?
It’s not some CEO superpower or extra hours hidden in their schedule.
The magic lies in their decisions — specifically, decisions based on outcomes they’re actively creating.
I had the pleasure (the lucky opportunity) of working under the incredible Jacki Kelly at Martha Stewart Living Omnimedia for two years (she is currently EVP at Interpublic). I got my MBA in leadership by observing her in action.
Jacki would take epic notes during meetings. As soon as the meeting wrapped up, I’d get a super clear email summarizing everything discussed, every decision made, every next step, and who was on the hook for it all—before I sat back down at my desk.
She didn’t just run meetings—she orchestrated them. Everything was purposeful and aligned with clear, decisive outcomes. Jacki never showed up to a meeting without knowing what she wanted to achieve.
This is outcome-based leadership.
How often do you show up to meetings just because it’s on the calendar? You know the routine: no prep, no plan, because, well… life. You're super busy juggling a million things, and yesterday was an absolute mess. So, you wing it.
Showing up isn’t enough.
If you don't know what outcomes you want to create, you are showing up on default and not by design.
You may think you don't have the time, but driving to outcomes saves time (and your sanity) in the long run. Fewer mistakes, fewer meetings, and more focus leading to your outcomes. You know the quote: work smarter, not harder.
Start deciding on outcomes before the 1:1, team sync, or quick phone check-in. Otherwise, you will waste 30 minutes only to book another meeting to discuss the same thing.
Lazy leadership exists every day inside companies.
We all slip into it occasionally.
Outcome-based leadership is leading yourself with more intention for greater impact.
Take this story: I asked a revenue leader what she wanted from a critical client meeting, and she said, “Well, we need to run through the proposal and tell them what we do and what we sell.”
That’s what I call being a reporter. Reporters hand their power away.
Become a creator. A creator of outcomes shapes the future they want.
Creators prepare:
What questions need to be answered to achieve the outcome?
How are the people I'm meeting with feeling—and how do I want them to feel after? Knowing this, what do you need to say to create that feeling for them?
What do they need to think or believe to achieve the outcome?
Consider asking: What outcomes do you (attendees) want from this meeting? This may give you the needed understanding and a roadmap towards the outcome.
Ask these questions before the meeting. Who knows, you might realize you don’t even need that meeting. That’s the dream, right?
Jacki set the standard. She knew the outcomes she wanted, set the tone and made every meeting count. She also did it while deeply connecting with people—because leadership is about people, not just processes.
You won’t always create your desired outcome, but the outcome you do create will advance you forward.
Next time lazy leadership sneaks into your day, remember: lead with outcomes in mind. You’ll feel more in control, more focused, and more empowered—and that feeling? It’s contagious.
And if you’re reading this thinking, “But I’m so tired, overworked, and just need a break!” I hear you. Here’s a tip: delegate. Ask your team to lead the meeting. Have them answer these questions and drive the outcomes.
What will you create this week?