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.

Lyndon Johnson (with Abraham Lincoln close behind). Johnson was able to get things done, to read other people, and to adjust his own approach accordingly. One of the reasons he has so fascinated biographer Robert Caro over the years is Johnson's consummate skill in acquiring and using influence.

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.

While it is almost certainly true that leaders ought to eat last, the evidence on the ever-widening difference between CEO and average employee pay and the enormous severance packages leaders obtain even as front-line workers see their economic well-being eviscerated makes a mockery of the idea that leaders do anything other than take care of themselves.

In any branding strategy, you need to figure out what is the image you want to project. Then behave accordingly. And above all, cultivate the media and those who will help you burnish your reputation.

We need economic policies in the U.S. that produce jobs, first of all, but good jobs, second of all. Believe it or not, Germany, a country characterized by high wages, strong unions, a social safety net, and so forth is the second largest exporter (after China) in the world. The idea that the only way to succeed is by eliminating vacations, sick days, worker protections, and so forth is simply belied by the competitiveness rankings produced by the Economist magazine's intelligence unit and by the World Economic Forum.

I don't think eliminating the knowing-doing gap depends on the amount of knowledge around. It depends much more on people's attitudes and intentions - do they actually want to turn knowledge into action, or just go through the motions of acting as if they are busy or are accomplishing something.