Why Ambition Still Matters in Business (and How to Nurture It)

In a world that celebrates humility, ambition has become, in some circles, a dirty word - something to hide for fear of appearing arrogant or self-serving. But humble and ambitious are not mutually exclusive. In fact, the most resilient businesses I’ve seen, whether global players or small family companies, tend to strike the balance between restless ambition and the humility to learn, adapt, and admit when they’ve got it wrong.

It’s those organisations that aren’t content with “good enough,” yet are open enough to feedback and challenge, that come closest to future-proofing themselves. And every one of them has ambition woven through, at every level.

So, what does ambition actually look like in practice? It’s not just chasing growth for growth’s sake. Ambition is a nuanced blend of vision, courage, resilience, empowerment, care for people, and that ineffable spark, energy and optimism that sets remarkable businesses apart.

Here’s why ambition still matters for success, and how to nurture it in your organisation.

1. Ambition Starts with a Clear, Shared Vision

Ambition begins with clarity of vision. A compelling statement in a slide deck isn’t enough; the vision must feel real and relevant to everyone in the business. When people can see themselves in the story - when they feel personally invested in the outcome - ambition takes root and grows.

This isn’t about compliance with targets; it’s about a shared sense of purpose. Teams with real ambition ask, “How can we make this vision matter, not just for the business, but for ourselves and our customers?” When that happens, extraordinary results follow.

2. Ambitious Businesses Take Smart Risks

No ambitious business gets far without a healthy appetite for risk. But risk-taking isn’t recklessness—it’s curiosity, coupled with the courage to explore possibilities. Businesses content with the status quo are inevitably overtaken by those willing to reframe problems and try something different, even when it feels uncomfortable.

What holds people back? Often, it’s those “ugly comfy jumpers”; the limiting beliefs that tell us to play it safe. We know them well, and they keep us comfortable, but rarely do they serve us. The most ambitious organisations help people shed those jumpers, creating environments where experimentation is not just tolerated, but expected.

3. Perseverance Turns Setbacks Into Success

Ambition is tested in adversity, not in ease. Every setback, every “no,” every near-miss, is an invitation to grow. The most ambitious businesses, and the people within them, are those who find meaning in setbacks. They reflect, adapt, and persist, seeing each challenge as a necessary chapter in a broader story.

Perseverance is both an organisational and personal discipline. It’s about building the “opportunity mindset”- the ability to pause, breathe, and look for the silver lining, even when it’s not immediately obvious.

4. Empowerment, Safety, and Clarity Drive Ambition

Ambition needs more than passion; it demands an environment where people are empowered to act. That means psychological safety, space to speak up, experiment, and admit mistakes, paired with absolute clarity about expectations and purpose.

Without this foundation, ambition fizzles out. With it, you unlock everyday ingenuity. People feel trusted, supported, and responsible. That’s when ambition turns into genuine high performance.

5. Genuine Care for Your People

Plenty of businesses have jumped on the “culture” bandwagon, providing perks in exchange for discretionary effort. But in an ambitious organisation, care is not a transaction - it’s a given. There are leaders who believe it’s acceptable to threaten their highest earners because “they’re paid enough to have should have thick skin.” That isn’t how you build ambition. Sustainable ambition is never driven by fear; it’s rooted in respect, in honest conversations, and in genuine care for the people doing the work.

6. Passion, Energy, and Optimism

Finally, ambition is infectious. It’s visible in the energy people bring to work, in the optimism that fuels perseverance, and in the passion that turns the ordinary into the exceptional. This isn’t cheerleading for its own sake. It’s about creating a place where people want to give their best, where the pursuit of the vision feels worthwhile - sometimes even exhilarating. The best leaders model this; they show up energised and engaged, not mired in complaint.

Organisations that prioritise these qualities outperform those that don’t. Not because they never fail, but because they refuse to settle for mediocrity.

How Leaders Can Reignite Ambition

As Amer Kaissi says in the Harvard Business Review Podcast on how great leaders balance humility with ambition, “humility keeps our feet on the ground by allowing us to have an accurate assessment of our own abilities, by understanding our strengths and our weaknesses.” And “ambition is about making us reach for the stars by believing in our own greatness, but also in the greatness of the people who work with us.”

Ambition doesn’t thrive by accident. It’s built, nurtured, and protected by leaders willing to set a bold direction, create space for risk and learning, and show up with authenticity. If your business feels stuck, caught between what is and what could be, it might be time to reignite ambition.

Ask yourself:

Does our vision matter deeply, to me and to my people?

Are we empowering risk, learning from setbacks, and fuelling each other’s optimism?

If not, start there.

In a world addicted to quick fixes, sustained ambition remains one of the few true differentiators.