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CEO coach to the Fortune 500: How top leaders use the ‘extra 5’ rule to achieve breakthroughs

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Having coached top executives at Fortune 500 companies for decades now, I’m often asked, “What are the mindsets that separate successful people from extremely successful people? Person A is just as smart and talented—how come Person B got further in their career?” To illustrate one of those key mindsets, I often use this exercise.

Raise your hands as high as you can. 

Freeze. 

Now raise them 5% higher.

Wait a minute! I said as high as you can the first time. Where did that extra 5% come from? Here’s a fundamental leadership question. If you did reach the extra 5%, why did you do it?

A disproportionate amount of your success comes from your effort in the last 5%. Let’s use fitness examples and then bring it back to work and life. Picture doing a plank. If you’re feeling type A, do one after reading this. When you get to the point where you are ready to drop, say to yourself, “Just five more seconds.” Count out loud, and you can do it. Let’s say you do a push-up challenge. The average person can do four with good form. By the end of number four, you’re feeling the burn. You don’t have anything left. Do one-half more. A push-up from your knees counts as half. A day later, do five. Do it daily, and soon Arnold Schwarzenegger is calling you for tips.

There is a power in understanding why it works. That last tiny effort causes microtears in the muscle. You surpassed your limit. You blew through the stop sign! Then your body says: My person is crazy. They might do this again. And it floods that area with lactic acid to heal those microtears. That sore feeling later is a good sore, a healing sore. Remember our superpower of being able to adapt?  Recovery is as important as exertion, and your body heals the muscle back stronger than it was before. Think about it. Your body is amazing. But it required the microtears, those tiny rips to build the new muscle. 

The math is shocking. All the gains come from your last 5%, zero from the first 95%. If you can do four, and you only do four, you just hold the plateau. Do you really want to huff and puff—all that effort—to only hold your ground? Do that tiny extra, count to five, to get gains.

Now, how can you apply the “extra five” mindset to other key parts of your life?  What is that big area at work or in life where you’re feeling stuck? How do you plan to apply this? Here are some examples.

Before every meeting or project, say, “Okay, I have a plan. Hmm, what would make it 5% better?” Great ideas come from within you, but sometimes don’t come out unless they are asked for.

At the end of a long, tiring meeting, take a few seconds to recap exact next steps. Some of the best breakthroughs happen at the end. Ask that one extra question that no one else asks; review that additional KPI. Clarify exactly: Who’s doing what by when.

Send the thank-you note. Emails are even more impactful when you send them to their boss. A physical card stands out now more than ever. President George Bush (No. 41) was famous for sending these, knowing their impact. A five-second video message by phone has a wow factor.

Make eye contact when wrapping a call to come off as more senior. Don’t let the last visual be you looking for the leave button. Subtly hover the cursor over the leave button in advance. Then look at the camera lens, smile, say your goodbye, and click without looking.

Add a moment of gratitude: At day’s end, jot down one thing you’re thankful for or say it out loud. 

Pause when angry: Take five breaths and ask yourself how you wish to respond. This activates your prefrontal cortex to balance your amygdala. Some regrets disappear in seconds.

Try 5% more kindness: Give a compliment, tip a little extra, or hold the door for one more person.

Save 5% more: Whether for retirement or emergencies, the little extra sets your future free.

Sleep 5% longer: For many, that’s just 20 more minutes. Over a year, it adds up to life-changing recovery.

Whatever the challenge, from now on, to have more breakthroughs in your life, you be the one that asks more—of yourself. 

Bill Hoogterp is a bestselling author, an entrepreneur, and one of the top executive coaches worldwide. He has advised dozens of Fortune 500 CEOs, and last year, his company, LifeHikes, offered trainings at more than 100 global companies in 47 countries and seven languages. In his series for Fortune, he helps executives striving to become better leaders. To learn more about Bill, visit lifehikes.com. To submit a question for a future column, email bill_hoogterp@lifehikes.com.

Fortune Global Forum returns Oct. 26–27, 2025 in Riyadh. CEOs and global leaders will gather for a dynamic, invitation-only event shaping the future of business. Apply for an invitation.



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Coupang CEO resigns over historic South Korean data breach

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Coupang chief executive officer Park Dae-jun resigned over his failure to prevent South Korea’s largest-ever data breach, which set off a regulatory and political backlash against the country’s dominant online retailer.

The company said in a statement on Wednesday that Park had stepped down over his role in the breach. It appointed Harold Rogers, chief administrative officer for the retailer’s U.S.-based parent company Coupang Inc., as interim head.

Park becomes the highest-profile casualty of a crisis that’s prompted a government investigation and disrupted the lives of millions across Korea. Nearly two-thirds of people in the country were affected by the breach, which granted unauthorized access to their shipping addresses and phone numbers.

Police raided Coupang’s headquarters this week in search of evidence that could help them determine how the breach took place as well as the identity of the hacker, Yonhap News reported, citing officials.

Officials have said the breach was carried out over five months in which the company’s cybersecurity systems were bypassed. Last week President Lee Jae Myung said it was “truly astonishing” that Coupang had failed to detect unauthorized access of its systems for such a long time.

Park squared off with lawmakers this month during an hours-long grilling. Responding to questions about media reports that claimed the attack had been carried out by a former employee who had since returned to China, he said a Chinese national who left the company and had been a “developer working on the authentication system” was involved.

The company faces a potential fine of up to 1 trillion won ($681 million) over the incident, lawmakers said.

Coupang founder Bom Kim has been summoned to appear before a parliamentary hearing on Dec. 17, with lawmakers warning of consequences if the billionaire fails to show.

Park’s departure adds fresh uncertainty to Coupang’s leadership less than seven months after the company revamped its internal structure to make him sole CEO of its Korean operations. In his new role, Rogers will focus on addressing customer concerns and stabilizing the company, Coupang said.

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Databricks CEO Ali Ghodsi says company will be worth $1 trillion by doing these three things

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Ali Ghodsi, the CEO and cofounder of data intelligence company Databricks, is betting his privately held startup can be the latest addition to the trillion-dollar valuation club.

In August, Ghodsi told the Wall Street Journalthat he believed Databricks, which is reportedly in talks toraise funding at a $134 billion valuation, had “a shot to be a trillion-dollar company.” At Fortune’s Brainstorm AI conference in San Francisco on Tuesday, he explained how it would happen, laying out a “trifecta” of growth areas to ignite the company’s next leg of growth.

The first is entering the transactional database market, the traditional territory of large enterprise players like Oracle, which Ghodsi said has remained largely “the same for 40 years.” Earlier this year, Databricks launched a link-based offering called Lakehouse, which aims to combine the capabilities of traditional databases with modern data lake storage, in an attempt to capture some of this market.

The company is also seeing growth driven by the rise of AI-powered coding. “Over 80% of the databases that are being launched on Databricks are not being launched by humans, but by AI agents,” Ghodsi said. As developers use AI tools for “vibe coding”—rapidly building software with natural language commands—those applications automatically need databases, and Ghodsi they’re defaulting to Databricks’ platform.

“That’s just a huge growth factor for us. I think if we just did that, we could maybe get all the way to a trillion,” he said.

The second growth area is Agentbricks, Databricks’ platform for building AI agents that work with proprietary enterprise data.

“It’s a commodity now to have AI that has general knowledge,” Ghodsi said, but “it’s very elusive to get AI that really works and understands that proprietary data that’s inside enterprise.” He pointed to the Royal Bank of Canada, which built AI agents for equity research analysts, as an example. Ghodsi said these agents were able to automatically gather earnings calls and company information to assemble research reports, reducing “many days’ worth of work down to minutes.”

And finally, the third piece to Ghodsi’s puzzle involves building applications on top of this infrastructure, with developers using AI tools to quickly build applications that run on Lakehouse and which are then powered by AI agents. “To get the trifecta is also to have apps on top of this. Now you have apps that are vibe coded with the database, Lakehouse, and with agents,” Ghodsi said. “Those are three new vectors for us.”

Ghodsi did not provide a timeframe for attaining the trillion-dollar goal. Currently, only a handful of companies have achieved the milestone, all of them as publicly traded companies. In the tech industry, only big tech giants like Apple, Microsoft, Nvidia, Alphabet, Amazon, and Meta have managed to cross the trillion-dollar threshold.

To reach this level would require Databricks, which is widely expected to go public sometime in early 2026, to grow its valuation roughly sevenfold from its current reported level. Part of this journey will likely also include the expected IPO, Ghodsi said.

“There are huge advantages and pros and cons. That’s why we’re not super religious about it,” Ghodsi said when asked about a potential IPO. “We will go public at some point. But to us, it’s not a really big deal.”

Could the company IPO next year? Maybe, replied Ghodsi.



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New contract shows Palantir working on tech platform for another federal agency that works with ICE

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Palantir, the artificial intelligence and data analytics company, has quietly started working on a tech platform for a federal immigration agency that has referred dozens of individuals to U.S. Immigration and Customs Enforcement for potential enforcement since September.

The U.S. Citizenship and Immigration Services agency—which handles services including citizenship applications, family immigration, adoptions, and work permits for non-citizens—started the contract with Palantir at the end of October, and is paying the data analytics company to implement “Phase 0” of a “vetting of wedding-based schemes,” or “VOWS” platform, according to the federal contract, which was posted to the U.S. government website and reviewed by Fortune.

The contract is small—less than $100,000—and details of what exactly the new platform entails are thin. The contract itself offers few details, apart from the general description of the platform (“vetting of wedding-based schemes”) and an estimate that the completion of the contract would be Dec. 9.Palantir declined to comment on the contract or nature of the work, and USCIS did not respond to requests for comment for this story.

But the contract is notable, nonetheless, as it marks the beginning of a new relationship between USCIS and Palantir, which has had longstanding contracts with ICE, another agency of the Department of Homeland Security, since at least 2011. The description of the contract suggests that the “VOWS” platform may very well be focused on marriage fraud and related to USCIS’ recent stated effort to drill down on duplicity in applications for marriage and family-based petitions, employment authorizations, and parole-related requests.

USCIS has been outspoken about its recent collaboration with ICE. Over nine days in September, USCIS announced that it worked with ICE and the Federal Bureau of Investigation to conduct what it called “Operation Twin Shield” in the Minneapolis-St. Paul area, where immigration officials investigated potential cases of fraud in immigration benefit applications the agency had received. The agency reported that its officers referred 42 cases to ICE over the period. In a statement published to the USCIS website shortly after the operation, USCIS director Joseph Edlow said his agency was “declaring an all-out war on immigration fraud” and that it would “relentlessly pursue everyone involved in undermining the integrity of our immigration system and laws.” 

“Under President Trump, we will leave no stone unturned,” he said.

Earlier this year, USCIS rolled out updates to its policy requirements for marriage-based green cards, which have included more details of relationship evidence and stricter interview requirements.

While Palantir has always been a controversial company—and one that tends to lean into that reputation no less—the new contract with USCIS is likely to lead to more public scrutiny. Backlash over Palantir’s contracts with ICE have intensified this year amid the Trump Administration’s crackdown on immigration and aggressive tactics used by ICE to detain immigrants that have gone viral on social media. Not to mention, Palantir inked a $30 million contract with ICE earlier this year to pilot a system that will track individuals who have elected to self-deport and help ICE with targeting and enforcement prioritization. There has been pushback from current and former employees of the company alike over contracts the company has with ICE and Israel.

In a recent interview at the New York Times DealBook Summit, Karp was asked on stage about Palantir’s work with ICE and later what Karp thought, from a moral standpoint, about families getting separated by ICE. “Of course I don’t like that, right? No one likes that. No American. This is the fairest, least bigoted, most open-minded culture in the world,” Karp said. But he said he cared about two issues politically: immigration and “re-establishing the deterrent capacity of America without being a colonialist neocon view. On those two issues, this president has performed.”



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