Stepping into a new role, even a promotion, requires more than a title change — it requires a genuine mental shift out of the old role and into the new one. Many new leaders unconsciously keep doing the work that made them successful before, because it's familiar and comfortable, rather than taking on the different responsibilities the new role actually demands. The book's first challenge to new leaders is to recognize this pull immediately, and consciously "promote themselves" — psychologically as well as practically — before the gravity of old habits pulls them backward.