Leaders are very important members of society. Leadership, however it is defined, remains the ability to lead, manage, advise, teach, decide and direct. In the book “Leading Out Loud,” author Terry Pearce states that leadership communication should express the competence of the communicator while contributing to a sense of trust. Leaders must make it clear that the change is aligned with the organization and their leadership goals. Leaders must demonstrate that they are competent and trustworthy. In authentic leadership communication, the author states that 4 principles must be applied: discover what matters, demonstrate courage, discipline and decide to lead. The most valuable asset of any great organization is the quality of good people. Almost everyone has good intentions, but leaders recognize what needs to be done and have the ability to inspire others to respond. Nevertheless, the author exposes the differences between the leadership of the past generation and that of the present generation. As society loses faith in past leadership techniques, it begins to look for smarter leaders....