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This Element offers a portrait of leadership exemplars in UK finance. It challenges the common trope that finance is morally bankrupt. More significantly, it provides an empirically informed account of what it means to lead ethically and by example. Drawing upon Linda Zagzebski's philosophy of moral exemplarism, as well as Braun and Clarke's reflexive approach to thematic analysis, this Element sifts through a rich interview dataset to identify three types of exemplary leader. The sage exemplifies a purpose-giving wisdom. The hero is admired for a courageous form of empathy. And the novice, an under-appreciated type of exemplar, is singled out for curiosity. Foregrounding the place of positive emotions in role modeling, this Element sheds light on the virtues and psychology of leading by example. It also serves as an exemplar of what the humanities can contribute to the dynamic field of leadership studies.