I was invited by White and Partners and their client Strayer University to help create a brand identity campaign for their newly acquired Jack Welch Management Institute. Jack Welch is the iconoclast CEO of General Electric. He started this program to share the management philosophies he employed while at GE. The insight I identified was that it is not 'management' Jack Welch inspires. It's leadership. I took that simple truth and shaped it into a call to action.