People buy into a leader before they buy into a vision or culture.

- They Need to Like You

- Tim Sanders book on Likeability

People who came out after biographies of Steve Jobs to counter them.

- They Need to Trust You

- Character & Competency. Integrity & Ability.

- Competency attracts

- Character sustains

They Need to Want to Follow You

- Able to follow: you’re going somewhere.

- Want: Bold Direction.

They need to know you trust them.

- You have to be willing to go alone on hills you’ll die on.

- You have to be willing to change your path.

- People buy into your why (where), they need to know you’ll change your how.

People buy into the leader before they buy into the vision.