when we're talking about leaders and qualities of leadership. >> words are extraordinarily important. i go back to maximilian. there was famine, there was a revolution and this quiet lawyer who's really introvertd and writes most of his statements and speeches out, distributes them. he whips the population into this frenzy towards virtue. it's all about building a virtue estate. but it begins to operate for virtue but using terror. in one five-week period in 1974 they guillotined 900 people. sometimes for slanderous news or slandering patriotism.