Abstract
This article explores leadership voices in the so-called new economy. For approximately half a decade, influential business leaders, authors of popular management texts, politicians, journalists and scholars preached the dawning of a new economic order and a corresponding new leadership practice. The article examines influential leadership voices and the ideology claims being expressed in Sweden during a particular time period. By bracketing the epochal claims in time and space, the dominating leadership ideology is examined. The results show a clear influence of market rationalism, but with a twist of community, emotions and reciprocal individualization.