Practical leadership for difficult times, from a crisis management expert who has led response teams through the 9/11 Pentagon attack, NFL on-field medical emergencies, and the war in Ukraine. Dr. Thom Mayer knows first-hand that true leadership stems from our actions, not our positions, especially in times of crisis. Drawing on his experiences heading the 9/11 Pentagon rescue efforts, dealing with on-field emergencies in the NFL (he was at Damar Hamlin’s bedside after his injury), training mobile response medical teams in Ukraine, and more, Mayer covers such topics as: Why trust is vital for innovation The critical role of failure in devising new ways of leading How questions fuel innovative action Why every leader should have the title Chief Story Teller The importance of distinguishing between data, knowledge, and wisdom Each chapter begins with a provocative and seemingly contradictory statement, like the book’s title, and includes stories, historical examples, and literary lessons selected to guide pragmatic and practical solutions. Leadership is worthless because it is something you say, a noun. But leading is priceless because it is a verb—it is the things we do that make a difference. From Pentagon generals to corporate CEOs to football players on the field to parents driving their kids to school, Mayer shows how leaders ensure that their actions will help others to succeed.