From our own TEDx Puget Sound. It's really more about how you think about what you're doing (and how that affects how you market it) than how you lead. I.e., it's about how you lead in the marketplace and in people's minds. In any case, totally worth the extraordinary request of *18 whole minutes* if you haven't seen it yet. You'll know in the first three minutes or so if it interests you:
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