To become "memorable" do things that are somewhat unexpected. Dress, or talk, in ways that draw attention. And mostly, don't follow all the "rule for behavior" so closely.

I decided to write Leadership BS because I was irritated by the hypocrisy in the leadership literature and the fact that many of the people writing leadership books exhibited behavior that was precisely the opposite of what they advocated and also what they claimed they did. Stories did not seem to be a good foundation on which to build a science of leadership.

Career success depends on people's educational credentials, their length of service (job tenure), unfortunately it is still the case on their race, gender, and similarity to those in power, and of course, on their political skills. Job performance matters, but less than most people think.

We give up and don't try. We don't take sufficient chances or risks. We aren't resilient in the face of failure. We follow the "rules" too much and don't push the envelope.

I would give Obama a "C." He gets an "A" for understanding this country's profound problems in education, health care, infrastructure, and economic competitiveness, and for surrounding himself with extremely skilled and knowledgeable people who know what to do. He probably gets an "F," ironically, in his ability to sell these ideas to the American public and to be angry enough, conniving enough, and frankly mean enough to get them implemented and understood.

Take care of your customers, and you will have a successful business. Don't, and you won't. The airlines need to figure this out - soon.

Today, if the CEO thinks it's a good idea, it's done everywhere; if the CEO thinks it's a bad idea, it's done nowhere. We ought to be more agnostic and open to learning things that we didn't expect - and the only way to do that is to try things and be open-minded about how well they are working. And third, evidence-based management involves reading and learning - just like doctors do - and to do so not just in school but afterward, as well.