Just like there can't be “too many cooks in the kitchen,” a business can't run on leadership alone. Without followers, leaders would be unable to do their jobs. But do companies understand the importance of their colleagues/employees and give them the respect they deserve? Barbara Kellerman researched the automaker Audi's campaign and its slogan "Never Track." The advert ran successfully for five years until in 2007 the slogan was finally dropped. This success was due to the fact that it “tapped into a deep-rooted fear in the American psyche” (Kellerman, p. 3). Who wants to be second best? On the other hand, who wants to diminish their own followers? Kellerman pointed out that North American culture gives the impression that “there is no glory in toeing the line” (p. 5). Businesses learn that followers deserve a more positive reputation and that followers are an integral part of the team. Why then has so little research been done on followers and following? Leaders are more often associated with change, directing organizations from the top, while followers do all the dirty work. Kent Bjugstad, vice president of Maverick Media, conducted a search and “revealed 95,220 titles devoted to leadership” (Bjugstad, p. 304) and only 792 titles on follow-up. He pointed out that most of the 792 titles were dedicated to spiritual or political following. It was a ratio of 120:1. Furthermore, it was “not until 1967 that there was any official mention of the importance of tracking” (Landino, p.2). Landino, through Ira Chaleff's research, discovered that "there are 300 leadership texts each on followership" (Landino, p.3). John W. Gardner, who served six presidents, argued that "much less attention...... middle of paper ......t." Yukl, G. (2010). Leadership in Organizations (7th ed.). Upper Saddle River, NJ: Prentice Hall. Kelley, R.E. (1988). Praise from followers. Harvard Business Review, 66, 142-148. Kelley, R.E. (2008). Rethink tracking. In R. Riggio, I. Chaleff, & J. Lipman-Bulmen (Eds.), The art of tracking (5-15). San Francisco: Wiley.Landino, Ryan J. Followership: A review of the literature on rising power beyond leadership.Pitron, Dr. John. Follow-up is leadership: the exemplary follow-up exchange model in leadership [Internet]. Version 8. Knol. August 16, 2008. Available at: http://knol.google.com/k/dr-john-pitron/followership-is-leadership/12nb17zejmb1w/2.Rost, Joseph C., Leadership for the Twenty-First Century, pp . 107-109, reprinted by permission of Greenwood Publishing Group, Inc., Westport, CT. Copyright 1991 by Joseph C. Rost.