Jim Collins conducted research on leadership and identified different levels of leadership effectiveness. The highest level is called Level 5 leadership, which is characterized by humility and fierce resolve to do whatever it takes to make the company succeed. Level 5 leaders focus on the long-term success and future of the company, not their own fame or credit. Examples include Darwin Smith of Kimberly-Clark and Abraham Lincoln. Companies often make mistakes by overlooking quiet, modest Level 5 leaders in favor of flashy celebrity leaders. While some people may have the innate potential to become Level 5 leaders through self-reflection and mentorship, others will always prioritize their own gains over the organization's success.