This study examines the importance, or non-importance, of the personalities of political leaders in determining the outcomes of democratic elections. The book argues, contrary to conventional wisdom, that relatively few voters are swayed by candidates' personal characteristics. The findings imply that modern democracy is not nearly as candidate-centred and personality-orientated as is often supposed. They also suggest that parties' policies and their performance in office usually count for far more than the men and women they chose as their leaders.