Ulrich and Smallwood bring to life some important distinctions in this book. Perhaps the most simple, yet profound is the distinction between leaders and leadership. Few companies make this distinction, and all too often, they end up with a few (maybe even many) good leaders and not enough leadership. As a second distinction, they show the difference between developing leaders based on an inside out versus outside in viewpoint. The authors invite customers to the table on the topic of building a leadership brand. It makes so much sense, and again, is rarely done. Connecting the development of a company's brand identity to the quest to build sustainable leadership is a huge contribution to the thinking on leadership development.