As Laidlaw Scholars gather for the Europe Conference this weekend with brave as our shared theme, we turn to Jerry Greenfield for a clear test of what bravery asks of leaders.

Jerry Greenfield: “It’s easy to stand up and speak out when there’s nothing at risk. The real test of values is when times are challenging and you have something to lose.”

Jerry Greenfield is the cofounder of Ben & Jerry’s. With Ben Cohen he built a company known for a three part mission that gives equal weight to product quality, economic sustainability, and social impact. The company advanced fairtrade sourcing and living wage policies, achieved B Corp certification, and spoke out on climate action and criminal justice reform. Greenfield continues to champion business as a force for civic courage.

Leading when it costs

Greenfield’s words do more than draw a bright line; they distinguish conviction from posture by insisting that principle earns its name only when pressure mounts and real loss is possible. Leadership in such moments requires a steady grasp of what matters most, an unhurried appraisal of facts, and a deliberate weighing of consequences for those who will carry them. The brave leader then moves toward the course that advances the long term good rather than the easier or more convenient alternative, and does so without theatrics. That decision binds language to action, accepts scrutiny in public view, and holds to the same measure whether allies are present or not. Cost does not invalidate the choice; it validates the integrity behind it. This is the point at which character becomes visible and trust begins to accrue in a way that endures.

This aligns with the Laidlaw value of #Brave and the Oxford Character Project virtue of #Courage. #Brave means stepping toward hard problems and acting when uncertainty and stakes are high. #Courage is the steady will to do what is right despite fear, fatigue, or loss.

A Call to Reflect

We invite you to reflect on Greenfield’s words as you prepare for the Europe Conference. When the stakes rise, which value will you hold to without compromise, and what would you place at risk to honour it? How might that stance guide your contribution and build trust this weekend?

Photo credit: Simon Dawson/Bloomberg