According to the social identity theory of leadership, leaders who are prototypical are usually perceived as very effective and even charismatic. In contrast, leaders whose characteristics deviate from the norms of their group are often perceived as ineffective, even if they demonstrate some excellent qualities. In this series of videos, James Brown will provide clarity on the different types of leadership – providing pros and cons for each and will also look at new theory – that of Social Identity leadership - and how this may help all leaders and coaches alike to better influence their athletes.