I, for one, am going more for the Cunning than the Hothead and my reason for this is as follows:
I think it seems to be too much of a coinsidence that Ulfric started to speak against the Empire at the Moot where Torygg was elected and either sometime before and sometime after founded what would later become known as the Stormcloak Army.
By making sure that all people in the governing body of the land knew what he wanted and starting to prepare a military order he essentially lays the foundation for the rebellion. From here he, from what I understood, to continuing to speak against the Empire and uses the banning of Talos as a rallying point.
By doing these three, seemingly very simple, things he have spread his message to both the ruling class and the commoners and laid the foundation for an army the Jarls, other persons of power and the commoners could contribute to. And he crowns his work by slaying the High King in a duel that is legal under Nordic customs, with an ancient and revered Nordic form of magic; litterally splitting the land in half and forcing the Empire to take drastic action against him and his supporters(as much as the Empire could spare of soldiers and resources anyway, being busy guarding the border to the Aldmeri Dominion. Note: Tullius tells you this directly in the Season Unending quest when you try to persuade him to attend the peace council. A topic about why he haven't recieved more reinforcement).