Power lies in the details, and the tenacious pursuit of such hidden levers can pay off enormously. While you don't want to get a reputation as a prissy worrywart, worrying about the details in private is important. You may think you are the world's greatest speaker, but if the auditorium's sound system is singing static - well, forget it.

Gandhi and Mandela and Churchill and JFK and Reagan and Thatcher and Sarkozy and Franklin and Washington set the tone to an incredible degree-their "personal style" was their "brand." ("It" starts with personal style of the tip-top leadership team. Sorry to be politically insensitive, but who would give a hoot about Tibet if it weren't for the look and style of the Dalai Lama?) Boss at any level: You're either on the "it" boat-or not.

I don't know what it means to manage the human imagination, but I do know that imagination is the main source of value in the new economy. And I know we'd better figure out the answer to my question-quick.

'In Search of Excellence' - even the title - is a reminder that business isn't dry, dreary, boring, or by the numbers. Life at work can be cool - and work that's cool isn't confined to Tiger Woods, Yo-Yo Ma, or Tom Hanks. It's available to all of us and any of us.

Who comes first? Don't be silly, says King Hal; it's employees. That is - and this dear Watson, is elementary - if you genuinely want to put customers first, you must put employees more first.

Like it or not - and often we don't - power is a pervasive phenomenon. From midnight decisions in the Oval Office that risk the lives of young Americans to quarrels over the kitchen table, power is part of every human equation. Yes, it can be - and often is - abused, in business as in all arenas of endeavor. But it can also be used to do great good for great numbers. And as a career-building tool, the slow and steady (and subtle) amassing of power is the surest road to success.

Success requires a persistent misreading of the odds.