Humility is the latest badge of virtue for those in positions of influence. From politicians, to executives, to chart-topping artists.

The idea of a humble CEO is a romantic departure from the greedy self-serving corporate hero. Rather, when faced with adversity, humble CEOs sacrifice their own interests for the greater good.

Studies echo the intuition that humble leaders are more modest, emotionally stable, and eager to learn. Unsurprisingly, they are less likely to display self-aggrandizing traits such as narcissism.

Perhaps most telling is the finding that companies and teams led by more humble individuals, perform better. But despite humility being good for business, it’s extremely difficult for CEOs to be genuinely humble.