When you lead, you sell.
Leading is selling your vision. Leading is selling a possibility of a better future than today. Leading is selling a new way of thinking.
Leading is drawing a hopeful curve to the future and make it look convincing. But you cannot make anything convincing if you are not convinced yourself. If you don’t believe in the vision you are selling, you cannot draw the curve authentically.
As a leader, you are a salesman, even if you don’t like that term. But the hope is that you are authentic and believe in the vision you are selling.