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.

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.

You can't be normal and expect abnormal returns.

Most organisations say they want creativity, but really they do not.

Almost no one as I think most leadership books are a joke. They are, as I note in Leadership BS, frequently based on wishes and hopes rather than reality, on inspiring stories rather than systematic social science, and on "oughts" rather than "is."

People tell me the Netflix series, House of Cards, is sort of like my class come to life. The movie Margin Call portrays the realities of hierarchical relationships and rivalries beautifully, and how people respond when under pressure. Gandhi and Long Walk to Freedom both have the virtue of presenting larger-than-life figures in a more realistic way, showing their flaws and contradictions - their humanity - in a way that is very helpful.

Being memorable equals getting picked.