The One Question Every CEO Needs to Ask—But Probably Won’t

We all love a good framework, right? Especially one that helps drive clarity and action in business. That’s why I’m a fan of the Make BIG Happen Four-Question Framework from Mark Moses and CEO Coaching International. It’s simple, powerful, and brutally effective. But recently, after a conversation with a CEO, I realized it might be missing one critical question. And adding it could be the difference between companies that actually make it big—and those that just talk about it.

The Conversation That Got Me Thinking

I was talking to a CEO who, after 20 years in business, had grown his company to just under $5 million in revenue. That’s not nothing, but it wasn’t the big outcome he dreamed of. Now, he was convinced that in the next 3-5 years, he could scale to $50 million and sell for hundreds of millions. Bold goal, right?

But I had to ask: Why now? What was going to change after two decades of slow growth?

He had no trouble answering Question #1: What do you want? He knew exactly what he wanted—scale, success, and a big exit.

But when we got to Question #2: What do you have to do to get what you want? He froze.

And if you can’t answer #2, how on earth can you answer Question #3: ?? What could get in the way of getting the results you want?

The Question CEOs Avoid

This is where it hit me. These four questions are powerful, but there’s another question that belongs right between #2 and #3.

It’s this: Are you willing to do what it takes to get what you want?

It sounds simple. But it’s the question that trips up more CEOs than any other.

Because here’s the reality: Many founders and CEOs say they want to grow, scale, and succeed. But when it comes down to the hard decisions, they hesitate.

• Are you willing to let go of the loyal employee who’s no longer right for the next phase of the business?
• Are you willing to overhaul processes that have been in place for years but are holding you back?
• Are you willing to stop micromanaging and trust your leadership team to do their jobs?

Playing 6-Year-Old Soccer

Too many leaders are like 6-year-olds playing soccer—everyone chasing the ball, no one playing their position. They’re in the middle of every decision, every meeting, every problem.

And guess what? That’s not leadership. That’s control.

It’s like the person who says they want to lose weight but keeps ordering dessert after every meal. They tell everyone about their “big goals,” but their actions say otherwise.

And that’s the trap. Wanting it isn’t enough. Knowing what to do isn’t enough. You have to be willing to actually do it.

The Hardest Person to Be Honest With

You can’t fix what you’re not willing to face.

The first step? Holding up the mirror and asking:

• Am I really willing to do what it takes to reach my goals?
• Am I willing to change myself, not just my strategy?

Because if the answer is no, that’s fine—but be honest about it. Don’t keep blaming the market, the competition, or your team for why you’re stuck.

The CEO Reality Check

Look, it’s not easy. Letting go is hard. Changing is painful. Being honest with yourself is brutal.

But that’s the price of growth. That’s the price of building a company that scales beyond you.

So next time you’re working through the Make BIG Happen framework, don’t skip the hardest question:

Am I really willing to do what it takes?

Because if you can answer that with a resounding “yes,” then you’re already ahead of 90% of the competition.

If you can’t…well, at least now you know why you’ve been stuck.

What do you think? What’s been the hardest decision you’ve had to make as a leader? Or better yet—what’s the decision you know you should make but haven’t?