results from the engaged followership of subordinates rather than blind conformity to roles or rules. Recent work has also demonstrated that the same analysis can explain the behaviour of participants in Milgram's Obedience to Authority experiments. The new psychology of leadership Since the 1990s, Haslam has collaborated with a number of social identity researchers, notably Steve Reicher, Michael Platow, and John Turner, developing a social identity analysis of leadership. This work focuses on the role of perceived shared identity as a basis for mutual influence between leaders and followers. It argues that leaders' success hinges on their ability to create, represent, advance and embed a social identity that is shared with those they seek to motivate and inspire. One of the first characteristics of creating a shared identity is prototypicality, meaning that the leader represents the qualities and the characteristics that a group wants embodied in the leader. The group must resonate with the individual who is prototypical, meaning that individuals in the group sees idealized characteristics of him/herself in the leader. In-group "prototypicality" is more important than "stereotypical" leadership characteristics, such as those of the "great man" leadership style. "Leaders must represent us." Another characteristic of social identity research is self-categorization theory, which relies on the idea that an individual in-group member must be representative of group culture as a whole, and possesses characteristics that distinguish in-group members from out-group members. The group's identity keeps it together because the sense of in-group togetherness is desirable, and separates the individual from "them" or those who are members of the out-group. Individuals "depersonalize" to the extent that they give up a sense of being an outsider and desire to become an in-group member. Haslam et al. argue that in order for leaders to be effective, they need to show fairness within their in-group members but should favor in-group members over other out-groups. To engage followers, leaders' actions and visions must promote the group's interests as they should be aware of the group's own norms and values. Leaders will be described by their followers as charismatic, will receive endorsement and acknowledgement from followers, will influence their follower's opinions and will be able to convince their followers to contribute to the team's future visions and actions. Leaders are seen as entrepreneurs of identity. They create and develop a specific identity of the group. Reality and social context play a big role in effective