As the Russian invasion of Ukraine began, 44-year-old Ukrainian President Volodymyr Zelensky had a decision to make. He could flee to London with his family and set up a government in exile, or he could stay in the Ukrainian capitol of Kyiv and lead his country through its darkest hour. The conventional thinking was that the Russian military, with its superiority in numbers and weapons, would overwhelm the Ukrainian defense forces and that Kyiv would fall within days.
When the U.S. offered to help Zelensky escape before being captured or killed by the Russians, he responded with a line for the ages:
“I need ammunition, not a ride,”
It was a firm declaration that he was staying put.
Video and Social Media
Later, when Russia reported that Zelensky had called for his country to lay down its arms and surrender, he appeared in a 30 second video, shot on the street near the Presidential headquarters in Kyiv. Flanked by four advisors, he calmly, yet defiantly, issued a denial of the Russian report and urged his countrymen to fight on.
The simplicity of his remarks coupled with the determination in which they are delivered, make the emotional impact of his message all the greater. And if you haven’t seen it, I urge you to check it out here:
“Good evening everyone. Faction leader is here. Head of Presidential Office is here. Prime Minister Shmyhal is here. Podalyak is here. President is here.”
He could have ended there, but he continued:
“Troops are here. Citizens are here. All of us are here protecting the independence of our country. And it will continue to be this way. Glory to our defenders. Glory to our heroes”1
The video went viral, reaching 3.2 million views on Facebook within hours, and within days, it was seen around the world. Western leaders took notice. A column in the Wall Street Journal praised his courage, writing, “The brave resistance to Putin is an inspiration and lesson to the world.”2 Another article stated, “Zelensky defines courage in our time.”3
Connecting the Ukraine Mission to a Wider Struggle
Soon, Zelensky was invited to address the U.S. congress via video link and he framed the Ukrainian struggle as a defense of democracy, independence and freedom. In the speech, Zelensky claims the values Ukraine is seeking to protect, and the Ukrainian people are willing to die for, are the same values that Western democracies cherish. He related the Ukrainian struggle to the wider struggle between free societies and dictatorships that view democracy as a threat.
As the days and weeks of war rolled on, the Ukrainian military, to the surprise of governments around the world, fought the Russians to a standstill.
“One surprise, the central one,” wrote Peggy Noonan in the WSJ. “No one knew the people of Ukraine would fight so bravely and effectively. Maybe they didn’t know.”4
Or maybe Zelensky’s decision to stay spurred his countrymen to discover a courage they didn’t know they had?
Inspiring Courage and Optimism
Courage is contagious, and Zelensky’s defiance inspired regional Ukrainian leaders with the optimism that they too can resist the Russians in their local area. When the Mykolaiv region of Ukraine came under Russian attack, Vitaliy Kim, the region’s governor, emulated Zelensky by posting video and flooding social media with messages. “Optimism is indispensable,” said Kim. “I used to be a sportsman, and I know that victory is impossible without having faith in victory. If you come to a fight, you must be certain that you’ll win, otherwise, it’s best not to show up at all.”5
Zelensky’s leadership also inspired a vast diaspora of Ukrainians to return to their home country and assist in its defense. Nikita Azarkhin, a Ukrainian tattoo artist living in Berlin, with no military experience, decided he must return to join the fight against the Russians. “I would love not to fight, and be alive, but this is the time where if I want to be able to look myself in the mirror, I have to go,” said Mr. Azarkhin. “Otherwise, I will live in my own personal hell in my head.”6
How much of this is due to Zelensky’s leadership? It’s always difficult to determine these things. We can’t roll back the tape of history and see how things play out if Zelensky takes the U.S. up on its offer for a ride out of Kyiv. However, I believe the courage of one man, or woman, can inspire millions and mobilize people to do things they didn’t even know was possible.
Zelensky’s example is reminiscent of Churchill during the World War II when, in his first speech after becoming Prime Minister in May of 1940, he vowed: “I have nothing to offer but blood, toil, tears and sweat.”7
The Importance of Skin in the Game
What can we take away from Zelensky’s example and apply to our business and organizations? People are looking for leadership, but they don’t want someone who just talks, they want to be led by someone who takes action, and has skin in the game. Be willing to take risks, but always be accountable for the outcome. If you want to reap the gain, you should also be willing to suffer the loss.
Nassim Taleb, in his book, Skin in the Game, wrote: “How much you truly ‘believe’ in something can be manifested only through what you are willing to risk for it.”8
If you believe in the organization you lead, and in the cause you are fighting for, have the courage to put your own skin in the game. The results may surprise you.
Sean Murray is the founder of RealTime Performance, a leadership development firm based in Seattle, WA, and the author of If Gold Is Our Destiny: How a Team of Mavericks Came Together for Olympic Glory.
“Video: Ukrainian President Zelensky Says Country’s Leaders Remain in Kyiv,” Wall Street Journal, February 25, 2022
“Ukraine Leads the World,” Wall Street Journal, February 27, 2022.
“Zelensky Defines Courage in Our Time,“ Wall Street Journal, March 16, 2022
“On Ukraine, History Is Listening,” Wall Street Journal, March 17, 2022
“Ukrainians Return Home to Fight Russia: ‘I Have to Go’,” Wall Street Journal, February 28, 2022
“First Speech as Prime Minister to the House of Commons,” International Churchill Society, May 13, 1940
Nassim Nicholas Taleb, Skin in the Game: Hidden Asymmetries in Daily Life.
Zelensky and Skin in the Game
Great example and perspective on how leaders can inspire commitment and action.