Steve Jobs is an extremely courageous leadership. Time and time again, CEO of Apple launched new products, new services and the business model never existed. He despised the tests on the market. So the Apple product is kept completely confidential. Jobs can not be sure that they will succeed, but he is desperate, knowing that if that fails, Apple will suffer huge losses, and he himself will become a laughing stock for everyone.

However, the reality has proven, Apple products are the best equipment and Jobs was the one who created the greatest wealth. That will not happen if Jobs does not take risks.

This topic is becoming ever more hot when the economy is growing turbulence.  Many CEOs feel scared because they constantly have witnessed what they thought were impossible. The U.S. ranks low credibility as an example. And the lack of safety in all their actions did not dare move, do something also feel fear.

But not by chance that next month it will publish "reckless: Variable doubt and fear into fuel for the development project".  A consultant named Bill Treasurer has used his experience to teach entrepreneurs the courage. As before, he had earned a living as divers. Last year, the Association of American companies would also organize a forum on courage. The articles and blog on this issue also increasingly noted.

There is no guarantee that economic conditions will reduce confusion, therefore, managers increasingly need to become more courageous, in particular through the following jobs:

When changes occur, the most common way that the CEO or the main application is to reduce costs as much as possible. However, the problem is the cost that's investment will be profitable in the future as R & D, marketing or expanding production facilities. Cutting them will bring more profits this year, but will reduce profits in the future.

The shy CEO often complain that they have to do that because investors have short-term vision. But a study done by Mr. Baruch Lev New York University showed that the real is not the case. The investors can fully distinguish what is the cost of profitability, and what is not.

The CEO will bravely persevered in his investments profitable even during the weak economy. DuPont Company is actively pouring money into R & D during the Great Depression. Invented nylon, neoprene and other products to help them earn billions of dollars over the next decade. An investment by Warren Buffett's latest on Bank of America is a good example for the adventurous. Put $ 5 billion in Berkshire Hathaway's capital stock hated by everybody in a recession is to do a lot of desperate need. And that is what made him become rich.

This seems inevitable in the turbulent economic situation. Mass layoffs happening everywhere in the most recent recession, and now it's back in vogue. HSBC prepares fired 30,000 employees, Bank of America cut from 3,500 to 10,000 people, UBS is planned for 3500 and 2,350 retired employees who are set to break up ABN Ambro.

Sometimes layoffs are necessary, however, the brave CEO will know that long-term costs for this, especially in terms of long-term incentives to retain staff through a difficult period will exceed away from any savings that have been laid off from work today.

Again, the CEO to take clear that Wall Street forced them to do so, and that is absolutely wrong. Investors will be pleased with the staff layoffs if they had just acquired another company. But if the company's purpose is just to cut costs, then of course they will have to be in trouble, and their stock prices will be reduced without mercy.

The leaders are not shy dare do in a recession. They worry that their every move are risky. So they choose to stand still. But it is not safe at all. While volatile, the winner can only be brave, and often is vanquished only concerned those precautions.

You absolutely can continue to invest in profitable projects, including the current loss. Or when the tough times to help you realize that companies are spending too indiscriminately and here's your chance to reform their entire company. The McKinsey study shows that in previous recessions, companies follow one of two ways on all the companies with the best results.  And the only company looking to cut hard to survive on is the worst company. The lesson is: Take your business to decide what to do now and collect the courage to do great things there.

Aristotle called courage is a quality leader, was Samuel Johnson called it the greatest thing. Their argument are the same. It was brave to make people get all the other virtues. Courage means to take reasonable risks, and it becomes more difficult business environment is increasingly severe. It is also the moment to create winners and losers.

Accept the risk of course is a scary. But look at Jobs, CEO Buffett or the other brave, you will realize that this is their only chance in the present time.