Leaders gain followers due to trust. If customers (or end-users), and employees understand your core beliefs and drive, you start to gain their trust. 

This happens when you demonstrate and communicate that you share the same values and convictions.

Most of us think communication is about speaking or being heard. Equally important is being able to listen to the underlying causes of why people would want to use your product or service or become your follower. 

When people see discipline, consistency and crystal-clear belief, they feel they are being listened to, turning into life-long patrons.

Leadership does not need a rank. A leader doesn't need to have any position of authority to be a leader. The two traits that leaders demonstrate:

• They go first, taking the risk before anyone else does.
• They choose to sacrifice themselves so that their followers be protected and safe.