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In Britain's parliamentary democracy there have always been competing claims between party leaders for the position of prime minister - today these claims are less the incidental features of political party exchanges and more an indication of a new dimens. Focusing on the leadership profiles of Tony Blair and John Major, it details the importance of the mass media in leadership projection, the usage of opinion polling and market research to promote leaders, and the deployment of leaders by their respective parties into public settings for self-promotion. Examines the evolution of leadership in the Labour Party, from Harold Wilson to Tony Blair and looks at the New Labour project from a leadership perspective. Follows the general election campaigns of New Labour and the Conservatives and analyses the 1995 Conservative party leadership contest. This is the first book to examine in depth the increasing importance of political leadership.