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Before each game you are offered a list of leaders to choose from or you can create your own leader. All of them have various skills derived from their background and their rise to power. They also each have two specific qualities and two specific flaws. Try creating your own leader so you can examine the affect of each of the categories.
The best approach is to create a leader uniquely suited for each individual level. The brief for each mission should give you an idea of what type of leader would be best. For example if your aim is to create a popular tourist destination then you want to select Well Traveled (see screenshot). Sometimes you’ll need to play the level to discover what qualities would serve you best but since many of them are tricky it is often a good idea to start one simply to check out the island and then restart with a tailored leader once you know what to expect.