Many people have a very hard time truly believing that doing the right thing by others, striving to serve them to the greatest extent, can actually be a competitive advantage.

There are people all around us whose lives are masterpieces of service. One thinks of parents working two or three jobs to serve their families and community. So, too, many in the military or in nursing or teaching. As the needs are endless, so are the possibilities of service. Now, more than ever, empowered by the Internet, more of us can serve in more ways than ever before in history.

I attended law school, the progression into a career in corporate law was almost foreordained. I set about to craft a career reflective of my values. These included: public service, environmental protection, and leadership development. Trusting my instincts, following my heart, enabled me to create a calling that became a career.

Ronald Reagan was a traditionalist - who purposefully, effectively unleashed innovation and change in himself, in the nation, and in the world. He was a "great communicator" who achieved memorable intimacy with the people everywhere - yet he was often disengaged from his own family.

I often encountered books by academics and others who had not actually done what they had written about. They tend to create artificial simplicity; their prose doesn't have the vigor of "lived words." On the other hand, many practitioners lack the context or introspection to make their experiences and understandings transferable - and, in our time, many don't actually write the books they "author." My ideal is to unify theory and practice.

I often ask myself: "What would Theodore Roosevelt do?" One can never know, of course. The ultimate contribution of consequential leaders is often their capacity to reframe issues in novel ways. That said, his leadership engaged, at a foundational level, whether the American "national character" would accept decline and mediocrity, or would go all-in for leadership and excellence. Amid the myriad of otherwise disconnected issues before us, that choice is emerging yet again.

I would suggest two approaches to begin the leadership journey in earnest. First would be to ask oneself, in every interaction with others over the course of a single day: How can you best serve this person? Another approach would be to attempt, over the course of a single day, to reframe your declarative statements into questions. The thoughtful use of questions can be transformational. In my experience, most people find these exercises more challenging - and more rewarding - than they would have imagined.