• That emotions are essentially contagious, and that the leader's attitude and energy "infects" a workplace either for better or for worse • The importance of the leader's ability to articulate a message that resonates with their followers' emotional reality and their sense of purpose, and thus motivate them to move in a specific direction • The leader's style determines about 70% of the emotional climate which in turns drives 20-30% of business performance The other 4 factors are: