ASPIRATIONAL SERIES • CHARACTER DEVELOPMENT

UBATopCEO2: You Be A Top CEO Too

The 22 Vital Traits That Distinguish Exceptional Leaders

Develop the mindset and character of highly successful executives through research-based leadership principles. Based on D.A. Benton's groundbreaking work interviewing hundreds of top CEOs, this comprehensive system reveals the 22 vital traits that separate those who reach the top from those who plateau—and shows you how to cultivate each one.

22 Vital CEO Traits
48 Inspire-U-2 Modules
4,800+ Inspirational Quotes
6 Wisdom Traditions
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The Scientific Foundation

Benton's 22 Vital Traits of Successful CEOs

D.A. (Debra A.) Benton is a globally recognized executive coach, bestselling business author, and popular keynote speaker on leadership and executive effectiveness. Named one of the "Top 10 Coaches in the World" by Top CEO Coaches alongside Tony Robbins, Ram Charan, and Marshall Goldsmith, Benton has spent decades working directly with Fortune 500 executives.

The Research Approach: Benton's framework emerged from in-depth interviews with hundreds of the nation's top executives. Her methodology penetrates the mystery of why some people make it to the top and others don't—when they're all equally competent at their jobs. The answer lies not in technical skills but in 22 vital character traits that serve as "tie-breakers" in career advancement.

Academic Foundation: Her landmark book "How to Think Like a CEO: The 22 Vital Traits You Need to Be the Person at the Top" (Warner Books, 1996) became a New York Times and BusinessWeek bestseller, translated into over a dozen languages. The framework has been validated through application in corporate settings worldwide, from Campbell's Soup and Dell Computer to McDonald's and Time Warner.

Key Research Findings:

  • Competence Isn't Enough: "Competence, hard work, intelligence and ambition" are baseline requirements—the 22 vital traits are what distinguish those who advance from those who stall
  • Learnable Qualities: Unlike raw intelligence or circumstances, these traits can be consciously developed and strengthened through practice
  • Pattern Recognition: Near-perfect CEOs don't show all 22 traits all the time, but "use a lot of them a lot of the time"
  • Mountain Climbing Metaphor: Career advancement parallels mountain climbing—requiring proper equipment (traits), firm footing (character), and the ability to navigate obstacles

Why It Works: The 22 traits address multiple dimensions of executive effectiveness simultaneously—internal confidence, external presence, relationship skills, thinking patterns, and ethical foundations. By developing these traits systematically, aspiring leaders build the comprehensive character profile that organizations naturally promote into positions of increasing responsibility.

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The 22 Vital CEO Traits

Each trait represents a distinct dimension of executive excellence. UBATopCEO2 provides multiple Inspire-U-2 modules for each trait, offering diverse perspectives and practical wisdom for developing that specific quality.

1

Secure in Self

Top CEOs possess an unshakeable confidence rooted in self-knowledge. They're comfortable in their own skin, which allows them to make tough decisions without excessive self-doubt.

Inspire-U-2-B-Confident Inspire-U-2-B-Content Inspire-U-2-B-Secured Inspire-U-2-Have-Peace
2

In Control of Attitude

Exceptional leaders maintain a positive, constructive outlook regardless of circumstances. They choose their attitude deliberately rather than letting events dictate their emotional state.

Inspire-U-2-Believe Inspire-U-2-B-Enthusiastic Inspire-U-2-B-Positive Inspire-U-2-Overcome-Doubt
3

Tenacious

CEOs demonstrate extraordinary persistence. They work through tough situations that knock them down, get up, and keep going. Occasional slowdowns happen, but they never stop.

Inspire-U-2-B-Determined Inspire-U-2-Overcome-Adversity Inspire-U-2-Persevere +2 more
4

Constantly Improving

Top executives never stop learning and growing. They view every experience as an opportunity for development and actively seek feedback to improve their effectiveness.

Inspire-U-2-Grow Inspire-U-2-Improve Inspire-U-2-Know Inspire-U-2-Learn
5

Honest and Ethical

Integrity is non-negotiable at the top. The best CEOs build trust through consistent honesty and ethical behavior that others can rely upon absolutely.

Inspire-U-2-B-Honest Inspire-U-2-Have-Integrity
6

Thinking Before Talking

Successful executives measure their words carefully. They understand the power of language and choose their communication strategically to achieve desired outcomes.

Inspire-U-2-B-Tactful Inspire-U-2-Think Inspire-U-2-Value-Words
7

Original

CEOs bring fresh thinking and creativity to their organizations. They see possibilities others miss and have the courage to pursue innovative approaches.

Inspire-U-2-B-Creative Inspire-U-2-B-Ingenious Inspire-U-2-Have-Ideas +2 more
8

Publicly Modest

Despite their accomplishments, top leaders maintain humility. They deflect personal credit, acknowledge others' contributions, and avoid arrogance that alienates colleagues.

Inspire-U-2-B-Humble
9

Aware of Style

CEOs understand that presence matters. They're conscious of how they present themselves, respecting the diversity of styles while cultivating their own authentic executive presence.

Inspire-U-2-B-Respectful Inspire-U-2-B-Unique Inspire-U-2-Value-Variety
10

Gutsy, a Little Wild

The best executives take calculated risks. They have the courage to act boldly when opportunity presents itself, seizing moments that more timid leaders would miss.

Inspire-U-2-B-Courageous Inspire-U-2-B-Opportunistic Inspire-U-2-Take-Risks
11

Humorous

Humor is important to keep work fun and teams engaged. CEOs use appropriate levity to ease tension, build rapport, and maintain perspective during challenging times.

Inspire-U-2-B-Humorous Inspire-U-2-Laugh Inspire-U-2-Smile
12

A Tad Theatrical

Effective leaders know how to command attention and deliver messages with impact. A little drama helps get important messages across more powerfully.

Inspire-U-2-B-Persuasive
13

Detail Oriented

While seeing the big picture, top CEOs also attend to important details. They exercise discernment about what matters and maintain perspective on how parts connect to the whole.

Inspire-U-2-Have-Discernment Inspire-U-2-Have-Judgement Inspire-U-2-Have-Perspective +2 more
14

Good at Their Job and Willing to Lead

CEOs demonstrate competence and actively step into leadership. They model excellence, communicate effectively, and build relationships that enable them to lead others successfully.

Inspire-U-2-B-A-Role-Model Inspire-U-2-B-Excellent Inspire-U-2-Lead +3 more
15

Fighters for Their People

Great leaders advocate fiercely for their teams. They demonstrate loyalty to those who work for them and build the trust that inspires reciprocal commitment.

Inspire-U-2-B-Loyal Inspire-U-2-Have-Integrity Inspire-U-2-Trust
16

Willing to Admit Mistakes, Yet Unapologetic

Top executives acknowledge errors without excessive self-flagellation. They own their mistakes, learn from them, and move forward confidently without dwelling in regret.

Inspire-U-2-B-Polite Inspire-U-2-Have-Manners Inspire-U-2-Overcome-Failure
17

Straightforward

CEOs communicate directly and clearly. They don't hide behind jargon or ambiguity—people always know where they stand with straightforward leaders.

Inspire-U-2-B-Honest Inspire-U-2-Communicate
18

Being Nice

Contrary to some stereotypes, successful executives are genuinely pleasant to work with. They treat people with respect and sincerity, building relationships that support their leadership.

Inspire-U-2-B-Respectful Inspire-U-2-B-Sincere Inspire-U-2-Relate-Well
19

Inquisitive

Top leaders ask questions constantly. Their curiosity drives them to understand situations deeply before making decisions, and they're never too proud to admit what they don't know.

Inspire-U-2-B-Curious Inspire-U-2-Question
20

Competitive

CEOs have a strong drive to win. They channel competitive energy productively, turning setbacks into motivation and using competitive pressure to elevate their performance.

Inspire-U-2-B-Competitive Inspire-U-2-Overcome-Defeat Inspire-U-2-Win
21

Flexible

Despite having strong views, effective leaders adapt when circumstances require. They cooperate with others, embrace necessary changes, and avoid rigid thinking that limits options.

Inspire-U-2-Change Inspire-U-2-Cooperate
22

Good Storytellers

The best CEOs communicate through compelling narratives. They sell ideas, inspire teams, and shape organizational culture through the power of well-crafted stories.

Inspire-U-2-B-Persuasive Inspire-U-2-Communicate Inspire-U-2-Sell Inspire-U-2-Value-Words
💡

Understanding Inspire-U-2 Modules

What exactly is an "Inspire-U-2" module, and how does it work?

An Inspire-U-2 module is a curated collection of 100+ inspirational quotes focused on a specific character trait, skill, or life dimension. The name breaks down grammatically as "Inspire-You-To" followed by an action or quality—for example, "Inspire-U-2-Lead" means "Inspire You To Lead."

📚 What's Inside Each Module?

  • 100+ carefully curated quotes from history's greatest thinkers, teachers, and wisdom traditions
  • 6 wisdom traditions represented: Universal/Eclectic, Positive Psychology, Stoic, Christian, Buddhist/Mindfulness, and Other global traditions
  • Diverse voices spanning centuries, cultures, and perspectives—ancient to contemporary
  • Authentic attribution with proper sourcing and verification
  • Varied lengths from brief aphorisms to longer reflections for different moments and moods

🎯 How Do Modules Work?

Each module functions as a digital card deck in the InspireWell4Life platform. When you select a module like "Inspire-U-2-Lead," you can:

  1. Draw random quotes one at a time, allowing serendipity to bring you the message you need today
  2. Reflect deeply on how this wisdom applies to your leadership situation (2-3 minutes)
  3. Take one action inspired by the quote before day's end
  4. Return repeatedly to the same module, discovering new wisdom with each visit
  5. Track your favorites to build a personal collection of meaningful insights

💫 Example: Inspire-U-2-Lead

Purpose: To cultivate authentic leadership presence through diverse wisdom

Contains 100+ quotes like:

  • "A leader is best when people barely know he exists, when his work is done, his aim fulfilled, they will say: we did it ourselves." — Lao Tzu
  • "The task of leadership is not to put greatness into people, but to elicit it, for the greatness is there already." — John Buchan
  • "Before you are a leader, success is all about growing yourself. When you become a leader, success is all about growing others." — Jack Welch

Outcome: Regular engagement with this module helps develop leadership instincts, broaden your understanding of leadership styles, and internalize the mindset of effective executives.

🔄 Why Multiple Modules Per Trait?

UBATopCEO2 contains 48 unique modules spread across 22 vital traits. Some traits have multiple modules because executive excellence is multifaceted—for example, "Good at Their Job and Willing to Lead" includes modules for Inspire-U-2-B-A-Role-Model, Inspire-U-2-B-Excellent, Inspire-U-2-Communicate, Inspire-U-2-Lead, Inspire-U-2-Relate-Well, and Inspire-U-2-Understand. This diversity allows you to:

  • Find your personal entry point into each trait based on what resonates most
  • Explore different angles on the same leadership principle
  • Prevent habituation by varying your practice across related but distinct modules
  • Tailor your journey to your unique leadership challenges and career stage
Bottom Line: Each Inspire-U-2 module is a portable wisdom library targeting a specific aspect of executive excellence. Together, the 48 modules in UBATopCEO2 create a comprehensive system for developing the character traits that distinguish top CEOs—backed by decades of research with hundreds of successful executives.
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Product Composition

UBATopCEO2 provides a comprehensive executive development system with exceptional depth and breadth:

22
Vital CEO Traits
Research-validated characteristics
48
Unique Modules
Inspire-U-2 collections
68
Module Instances
Across all traits
4,800+
Inspirational Quotes
~100 per module

Wisdom Tradition Distribution

Each module contains approximately 100 quotes carefully curated from six distinct wisdom traditions, ensuring cultural diversity and philosophical breadth:

  • Universal/Eclectic: ~40% - Contemporary insights and cross-cultural wisdom from business leaders, philosophers, and thought leaders
  • Positive Psychology: ~30% - Research-backed perspectives from scientific literature on leadership and success
  • Stoic Philosophy: ~10% - Ancient wisdom on resilience, virtue, and effective leadership
  • Christian Tradition: ~10% - Biblical and theological insights on servant leadership
  • Buddhist/Mindfulness: ~5% - Eastern contemplative practices for executive presence
  • Other Traditions: ~5% - Jewish, Islamic, Hindu, Indigenous, and additional sources
Quality Standards: Every quote is authenticated with proper attribution, verified for accuracy, and selected for inspirational impact. We maintain gender balance (10-15% female voices) and ensure temporal diversity spanning ancient wisdom to contemporary executive insights.
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Explore UBATopCEO2 Yourself

Before you commit, explore UBATopCEO2 interactively. Browse 22 characteristics of successful CEOs, see the Inspire-U-2 modules for each theme, and draw sample quotes from our curated collection. Get a real feel for how this product works.

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👥

Who Is This For?

UBATopCEO2 is designed for anyone seeking to develop the character traits that distinguish exceptional executives and leaders.

🎯 Aspiring Executives

Managers and directors positioning themselves for C-suite advancement who want to develop the traits that senior leaders look for when promoting

👔 Current CEOs & Executives

Leaders who want to refine their executive presence, address development areas, and model excellence for their organizations

🏢 Entrepreneurs & Founders

Business owners who need to develop CEO-level thinking and leadership skills as their ventures scale

🎓 MBA Students & Young Professionals

Those early in their careers who want to develop executive traits from the beginning, building character before position

📋 Executive Coaches & Consultants

Professionals who guide client development and need structured frameworks for leadership coaching

🌟 Leaders in Any Organization

Non-profit directors, department heads, team leaders—anyone who wants to lead with CEO-level effectiveness regardless of title

Key Insight from Benton's Research: "Act like the chief to become the chief." You don't need the title to start developing these traits. In fact, those who develop CEO character traits before getting the position are precisely the ones who ultimately get promoted to it.
🎯

How to Use UBATopCEO2

Multiple Pathways to Practice

UBATopCEO2 offers flexible approaches to fit your leadership development goals and learning preferences:

📱 Daily Executive Reflection (Recommended for Beginners)

  1. Choose a trait you want to strengthen (or let the system select randomly)
  2. Select a module within that trait (e.g., "Inspire-U-2-Lead")
  3. Draw a quote randomly from the 100+ available
  4. Reflect deeply on how this wisdom applies to your current leadership challenges (2-3 minutes)
  5. Take one action inspired by the quote before day's end
  6. Draw another when ready, building a daily practice

Time commitment: 5-10 minutes daily

📚 Structured 22-Week Program

Week 1-22: Focus on one vital trait per week

  • Monday: Introduction to the week's trait and why it matters for executives
  • Tuesday-Friday: Work through each module within that trait, drawing multiple quotes
  • Saturday: Reflection on the week's practice and key insights
  • Sunday: Integration—how will you continue developing this trait?

Time commitment: 15-20 minutes, 6 days per week

🎯 Targeted Development Approach

Select the 4-5 traits that most address your current leadership development needs:

  • Struggling with confidence? → Start with Secure in Self + In Control of Attitude
  • Need to improve communication? → Focus on Thinking Before Talking + Straightforward + Good Storytellers
  • Want to take more risks? → Work on Gutsy, a Little Wild + Original
  • Building team loyalty? → Try Fighters for Their People + Being Nice + Flexible
  • Seeking strategic perspective? → Develop Detail Oriented + Inquisitive + Constantly Improving

Spend 2-4 weeks intensively with each selected trait before moving forward.

👥 Executive Team Practice

  • Leadership Team Sessions: Start team meetings with a trait-focused quote, discuss application
  • Accountability Pairs: Partner with another leader for weekly check-ins on trait development
  • Coaching Integration: Use modules to structure conversations with executive coaches or mentors
  • Organizational Culture: Share selected quotes that align with company values and leadership principles

Maximizing Effectiveness

Research-Based Tips for Success:

  • Variety is key: Rotate between traits and modules to develop well-rounded executive character
  • Find your development edge: Focus extra attention on traits that don't come naturally—these are often your greatest opportunities
  • Context matters: Some traits (confidence, attitude) energize morning routines; others (reflection, flexibility) work well in evening review
  • Sustained effort: Commit to at least 8-12 weeks of consistent practice before evaluating effectiveness
  • Track your progress: Journal briefly about leadership situations and how you applied the traits
  • Model the behavior: As Benton notes, "Act like the chief to become the chief"—practice these traits in current situations
📈

What to Expect: Outcomes & Impact

Based on Benton's research and the practical application of these traits by executives worldwide, users can anticipate measurable improvements in leadership effectiveness across multiple dimensions:

Short-Term Impact (Weeks 1-4)

  • Heightened self-awareness: Clearer understanding of your natural strengths and development areas among the 22 traits
  • Improved daily decisions: More conscious choices informed by CEO-level thinking patterns
  • Enhanced presence: Subtle but noticeable improvements in how you carry yourself in professional settings
  • Communication refinement: More thoughtful, strategic verbal and written communication
  • Initial behavior shifts: Small but consistent changes in how you approach leadership situations

Medium-Term Impact (Weeks 5-12)

  • Increased executive presence: Others notice and respond to your enhanced leadership demeanor
  • Better stakeholder relationships: Improved ability to connect with superiors, peers, and direct reports
  • Enhanced decision-making: More confident, well-reasoned decisions under pressure
  • Greater influence: Increased ability to persuade, inspire, and move others to action
  • Resilience under pressure: Better management of stress, setbacks, and challenging situations
  • Recognition from others: Colleagues and leaders begin seeing you differently—more CEO-like

Long-Term Transformation (3-12 Months)

  • Character integration: The 22 traits become natural, automatic aspects of who you are
  • Career acceleration: Positioned for advancement as you embody what organizations seek in senior leaders
  • Leadership reputation: Known throughout your organization and industry for executive excellence
  • Sustainable performance: Consistent high-level output without burnout through balanced trait application
  • Ripple effects: Your development positively impacts your team, organization, and career trajectory
  • Promotion readiness: When opportunities arise, you're the natural choice because you already think and act like a CEO

Research Evidence: Benton's interviews with hundreds of top executives consistently revealed that those who consciously developed these 22 traits advanced further, faster than equally competent peers who didn't. The traits serve as "tie-breakers"—when technical competence is equal, character determines who gets promoted.

Individual Variation

Results vary based on several factors:

  • Starting point: Those with fewer developed traits often see larger initial gains
  • Effort and consistency: Regular, varied practice produces better outcomes than sporadic engagement
  • Application context: Actively applying insights in real leadership situations accelerates development
  • Career stage: Younger professionals building traits early gain compounding advantages over time
  • Organizational support: Environments that value leadership development enhance results
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Research Foundation & Citations

UBATopCEO2 is built upon Benton's extensive research interviewing hundreds of successful executives, combined with broader leadership science. Key foundational works include:

Primary Research Base

  1. Benton, D.A. (1996). How to Think Like a CEO: The 22 Vital Traits You Need to Be the Person at the Top. New York: Warner Books. [The foundational framework for UBATopCEO2]
  2. Benton, D.A. (2000). How to Act Like a CEO: 10 Rules for Getting to the Top and Staying There. New York: McGraw-Hill. [Extended application of executive principles]
  3. Benton, D.A. (2009). CEO Material: How to Be a Leader in Any Organization. New York: McGraw-Hill. [Broader organizational application]
  4. Benton, D.A. (2004). Executive Charisma: Six Steps to Mastering the Art of Leadership. New York: McGraw-Hill. [Executive presence development]
  5. Benton, D.A. (1999). Secrets of a CEO Coach: Your Personal Training Guide to Thinking Like a Leader and Acting Like a CEO. New York: McGraw-Hill. [Coaching methodology for trait development]

Supporting Research by Trait Category

Each of the 22 traits has supporting research in organizational psychology and leadership science. Notable studies include:

  • Self-Confidence & Security: Bandura's self-efficacy research; Judge et al. on core self-evaluations
  • Tenacity & Perseverance: Duckworth's grit research; Dweck's growth mindset studies
  • Integrity & Ethics: Brown et al. on ethical leadership; Treviño's organizational ethics research
  • Communication: Goffman's impression management; Cialdini's influence research
  • Emotional Intelligence: Goleman's EQ framework; Boyatzis on resonant leadership
  • Creativity & Innovation: Amabile's componential theory; Csikszentmihalyi's creativity research
  • Humor in Leadership: Cooper's research on humor as leadership tool
  • Flexibility & Adaptability: Heifetz's adaptive leadership; Kotter's change leadership

Practical Validation: Benton's framework has been applied in corporate settings worldwide for over 25 years, with clients including Fortune 500 companies across industries. Her designation as one of the "Top 10 Coaches in the World" reflects the real-world effectiveness of these principles when applied systematically.

Application Settings

The 22 vital traits have been successfully developed in:

  • Fortune 500 Companies: Campbell's Soup, Dell Computer, McDonald's, Time Warner, Microsoft, Qwest/CenturyLink
  • Professional Services: PricewaterhouseCoopers and other consulting firms
  • Executive Education: Leadership development programs globally
  • Individual Coaching: C-suite executives seeking personal development
  • Career Development: Professionals at all levels building executive traits
🔗

Complementary Products

UBATopCEO2 works beautifully alongside other InspireWell4Life products to create a comprehensive leadership development system:

UBALeader2

Essential leadership qualities for leading at any level

Learn More →

UBEmotionallyIntelligent2

Develop emotional intelligence for executive effectiveness

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UBAMillionaire2

Brian Tracy's 21 success principles for wealth building

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UBAnEntrepreneur2

12 essential entrepreneurial traits for business builders

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Suggested Progression: Start with UBATopCEO2 to establish the 22 vital CEO traits, then add UBALeader2 for broader leadership principles and UBEmotionallyIntelligent2 to deepen interpersonal effectiveness. This combination creates comprehensive executive development.
📚

Further Reading & Research Sources

UBATopCEO2 is built on decades of executive coaching experience and research. For those who wish to explore the foundations more deeply, we recommend these essential works:

Primary Framework

How to Think Like a CEO

The 22 Vital Traits You Need to Be the Person at the Top

D.A. Benton (1996)

The definitive guide to the 22 vital traits that distinguish exceptional executives. Benton's interviews with hundreds of top CEOs revealed the character qualities that serve as "tie-breakers" in career advancement.

How to Act Like a CEO

D.A. Benton (2000)

10 rules for getting to the top and staying there.

CEO Material

D.A. Benton (2009)

How to be a leader in any organization.

Executive Charisma

D.A. Benton (2004)

Six steps to mastering the art of leadership.

Good to Great

Jim Collins (2001)

Why some companies make the leap and others don't.

📖 Complete Resources: For a comprehensive bibliography including academic papers, articles, and additional recommended reading, visit our UBATopCEO2 Research Resources page, or explore the InspireWell4Life Research Library for sources across all products.

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