"If the leader did not have to be in direct contact with every member in order to influence them, then it should follow that if a leader could learn to be a well-differentiated presence, by the very nature of his or her being he or she could promote differentiation and support creative imagination throughout the system." - Friedman, Failure of Nerve, p18.
Leaders lead by who they are and not just by their message. "Stonewall" Jackson got his name not by what he said, but by an incident in battle that displayed who he was. His followers rallied.