How tough do you have to be in business in 2025?
It’s tempting to look back and think toughness was more obvious in decades gone by. Consider the wild-eyed “mad men” of the advertising world in the 60s and 70s—chain-smoking, half-drunk, making million-rand pitches with nothing but a Sharpie and swagger. Their world revolved around long lunches, late nights, and loud opinions.
And they had their watering holes. In Johannesburg, it might’ve been the Elizabeth Hotel or the Federal Hotel, places where deals were sealed between whiskies and secrets shared over steak and cigars. PR men of the era knew where to find the right journalist and how to get the right story placed—with a generous tab and just the right amount of flattery.
Toughness, back then, often came with bravado and bravura. It was loud. It was fast. It was fuelled by ego and adrenaline.
And it wasn’t just the ad men. The CEOs of the big South African conglomerates in the 70s and 80s—mining, finance, manufacturing—were known for their no-nonsense style. Harold Geneen of ITT, globally, was famously feared and respected. He was the prototype of the tough, results-driven executive who expected performance and didn’t tolerate excuses.
But here we are, decades later. The bars are quieter now. The noise has shifted from smoky lounges to digital platforms. And we ask: what does toughness in business really look like today?
Quiet, Strategic, and Steady: The New Face of Tough
In 2025, toughness in business is no longer about bluster and intimidation. It’s about resilience, adaptability, and emotional intelligence in a volatile world.
Today’s business environment is one of rapid change—technology, global markets, climate issues, rising costs. The game is different. And so is the type of toughness it demands.
1. Navigating Uncertainty Without Losing Your Cool
Markets are unpredictable. Clients change their minds. Supply chains falter. The tough businessperson of today doesn’t panic. They plan. They remain flexible but focused. They don’t chase every trend—they follow strategy, not fads.
2. Making the Hard Calls—Calmly and Clearly
It’s tough to say no. Tough to cut a product that’s underperforming. Tough to raise prices when your customers are already squeezed. But this is where true toughness lives: in the willingness to make decisions that serve the bigger picture, even when they’re uncomfortable.
3. Developing Emotional Resilience
You can’t lead a team—or a business—if your emotions swing wildly with every setback. Toughness today means having the ability to manage pressure without losing perspective. It’s less about bottling things up, and more about knowing how to process stress and still show up ready to lead.
4. Being Fair Without Being Weak
Let’s be clear: business still involves people. Always has. Always will. The myth that you have to be ruthless to succeed is just that—a myth. The toughest businesspeople today are those who can stay fair, humane, and consistent. You don’t have to be “touchy-feely”—you just need to be decent. That kind of behaviour builds trust and loyalty, which is tough to earn and easy to lose.
Discipline Is the New Drama
Forget the smoky bars and dramatic late-night calls. The real toughness today is quieter. It’s the person who keeps going when others burn out. Who adapts when the model shifts. Who stays the course without falling for every shortcut or hype wave.
The new tough isn’t about overpowering others—it’s about persuading them to be their best. That’s the edge.
