To know who you are is the perennial question of leadership. A leader will never understand the world and their role within it, until they understand where they are looking from. Such a leader will inevitably not lead but be led. This important book explores the paradox of self-reference that lies at the heart of leadership - ie, the story of ego. It examines the assumptions that have shaped the conventional view of leadership and offers a radical new paradigm and way to lead. The author explores the important role that ego plays within individual leaders. It looks at how ego has emerged as a new "meta ego" - the coordinated, collective expression of E. G. O or Evil Genius Organization - that is polarizing our world today. And through a new leadership manifesto (a set of 8 conscious imperatives that offer a new vision for transcending the ego), the author provides a pathway for leaders to rethink today's conventions and what great leadership really means.