The key takeaways:

1. Be yourself: If you are not, people quickly learn to be suspect of you as a leader. You are just being a lemming, marching along unquestioningly.
2. Be objective: You can’t fool people. In the example above, Cook loses credibility when he marches out modest iterations of existing products with a fanfare that is equivalent to what used to be used for stunning products such as the iPad.
3. Communicate regularly: People want to hear from the leader. It does you a world of good in building people’s confidence in you to constantly describe the key goals of the organization, report on progress to date, and outline key challenges to be tackled. People like consistency, and they like to regularly hear from their leaders.