The research is based on qualitative and quantitative feedback gathered from those who experienced both world class and ineffective leadership in thirty-three countries. Two thousand sets of narrative feedback were analysed to create The WINNING Behaviours® framework.

It is based exclusively on the views of those who actually experienced leadership themselves, the ones on the receiving end. Whilst the leaders’ own views were available, a recurring theme throughout the feedback was the leaders’ relatively poor self awareness, indeed in some cases virtual blindness, as you can read in the book.