Remember that the overall goal of the committee is to try and know you inside and out through your application. This essay is designed to provide a peek into what makes you tick--what has shaped you into the person you are today. So, make sure that whatever you choose to write about, it provides this kind of personal insight and does not digress into a theoretical or philisophical commentary. Be anecdotal and personal. They want to know what you are passionate about and how you came to the point of recognizing leadership potential in yourself. Good luck.

Hey I am applying to Fuqua R1 too! I wanted to apply EA, but couldn't make it (tests, work, etc... many reasons) but I will apply only to Duke this year. it's my number 1 choice.
My stats:
gmat 720, gpa 4, italian, 18 months we in quality management 8 months in non-for-profit management, worked abroad. Let's hope for the best folks!

Looks like this year, they are open to essays from the professional field.
Since the 1st essay would highlight the professional side of the applicant, i think it would be wise to write an essay based on pesonal experience / outside work activities.
If writing about a person, show how the qualities of the person have helped you achieve something.
If writing about event, you can cite examples where you rose to the occasion to ensure that the event was successful.
And in experience, show how the experience has shaped you to be a better person or view things in better perspective or achieve something.

Hope this helps.
Even i am applying in R1 to Duke.
All the best for the apps.

Submitted my applicatin on Wednesday, now waiting anxiously to know whether I will be one of the lucky selected for the interview in Durham or not!

If loving your wife is most important, you will definitely fit in at Fuqua, my friend. Good luck and hope you get in.

-scott

Hope you're right, Bryant!