When you’re a leader, the goal isn’t to be liked, says LSU football head coach Brian Kelly. “If you want to be popular, sell ice cream,” he says.

For Kelly, leadership is not about winning everyone over, but about achieving excellence in his program, both on the field and behind the scenes. As a seasoned coach with over 30 years of experience, he knows that leadership is more than just the nuts and bolts; it’s about being a high-performing CEO who shapes every aspect of his organization and ensures success and growth at every level.

Although his signature is all over the team’s playbook, his true focus is on sports science, player development and building relationships. “My best path to success is helping players become the best versions of themselves,” Kelly says. Like any successful CEO, he recognizes the key is inspiring the people around him to perform at their best. He admits that over the course of his career, he has spent less time micromanaging and more time guiding his staff and players toward collective growth.

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Coach Kelly has faced his fair share of criticism in the past, whether it was for his departure from Cincinnati or Notre Dame, his aggressive demeanor on the field early in his career, or a viral (and hilarious) moment during his first week at LSU. Rather than letting outside criticism sway him, he made it a point to focus on what he can control – building a football program that excels inside and out. “You’ll never really get a chance to explain yourself, so don’t worry about it,” he advises. Kelly believes true leadership is focusing on long-term goals and making sure the players entrusted to him have the tools they need to succeed, whether on the field or in their personal development.

Moving between high-profile programs like Notre Dame and LSU required difficult decisions. As a former player of Coach Kelly’s, I was upset with the way he left Notre Dame. After all, he was quite successful there and I thought we were close to winning the national championship with him. Coach Kelly stressed, however, that he left Notre Dame not out of dissatisfaction, but out of a sense of the right time and a need for a new challenge. He was there for over 10 years and left Notre Dame as the most successful head coach. Leaders in any area must weigh not only their own desires but also the broader organizational landscape before making big moves, according to Kelly.

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The lesson is clear: Leadership is not about being popular. It’s about staying curious enough to always look for better ways to lead and be successful for the company. This has helped Brian Kelly achieve consistent success, including seven consecutive 10-win seasons.