This book presents a proven LEAD (Lead through Evaluation, Action and Direction) formula for developing and improving one's Leadership Effectiveness. What differentiates this leadership book from other works in this genre is the overarching idea that effective leaders understand that followers do not always remember what they hear a leader say, but they most certainly remember how the leader makes them feel. To this end, effective leadership should be all about promoting a climate of goodwill where followers feel respected and empowered to focus on the organizational vision through engagement and innovation. Leadership topics explored include trust, sustainability, motivation, empowerment, total quality management, ethics, effective leadership behaviors, humility, and a lot more. The end result of a leader focusing on LEAD is a win-win mindset amongst leaders and followers that fuels a motivational environment along with a quality focus resulting in increased work satisfaction and market share.