Just saw Invictus — there were many wonderful lines from Nelson Mandela, but the one that stuck in my mind as I drove home was “how do we inspire others to greatness?”

I think this is the single most difficult task the CEO’s I work with face. Maybe because really trying, putting all your effort into a dream, not leaving yourself an excuse or a way out, is one of the most courageous acts we can engage in.

Sure, this is Silicon Valley — we all chase our dreams! Really? How many companies, how many CEO’s, how many employees can actually say they committed completely to the dream, to expending every ounce of energy and money and self respect to the achievement of their dream? How many never took the easy way out, or blamed someone else, or decided to cut their losses and do something not quite so wonderful but more likely to be safe?

We as humans don’t like to fail. And those extremely smart people who go to start ups aren’t used to failing. And at some point it seems we all get afraid of failure start thinking about how not to lose (or at least how not to be seen as losing). Instead of being creative and courageous and honest and committed we find ourselves criticizing and controlling and making excuses…

So…how does a CEO inspire greatness? First the CEO must find the way to stay in touch with his or her “greatness” — the part of them that is connected to that special knowledge and faith that gave them the great idea in the first place. Whatever it takes — exercise, time off, connection with other people who dream big — the CEO’s job is to make sure to prioritize those activities so he or she can stay connected to that faith.

Next, the CEO must establish and protect a culture where true greatness is modeled, where failure is less shameful than not trying, where excuses are net tolerated, where an honest effort is what is asked for (and rewarded) from each employee. Of course, the best way the CEO can promote that culture is by demonstrating that behavior…even when it is hard.

Finally, the job of the CEO is to help other people find their greatness. The truly great CEO’s are the ones that know how to watch for and find the bright spark that each employee brings, to protect that spark above all…and to remind the employee of that spark of greatness when they have lost their own ability to find it.