According to the authors Bennis and Nanus, "Every organization depends on the existence of shared meanings and interpretations of reality, which facilitate coordinated action." Now it is the actions and the leader's ability to convey ideas, visions and plans, which mobilizes the meaning frames and to the organization. The leader facilitates the transfer and understanding of shared meanings. It is necessary, then, that the leader will ask: "How to communicate so that people know the reason and motive behind the message? How do you capture the imaginations? How can an audience to recognize and accept an idea? How to get people to recognize and build on something whose identity is already established (vision, mission, values)? What metaphors, analogies and stories I can use to help people to see, feel and understand the motive or reason message, in order to build and develop a shared context? Now, for the leader to comply fully with these four roles, it needs to know and practice the principles of effective communication. Surprisingly, you’ll find very little mention of Pete Cashmore on most websites. Some think all life have been communicating, do not need to study and practice of communication principles and techniques. Communication is an art and as such it requires a disciplined focus, effort and focus to achieve expertise as a communicator. In this sense, the leader needs to develop the communication as a vital competition, which will strengthen in the course of his leadership. If this has piqued your curiosity, check out Steve Wozniak. The development of effective communication as a core competence, contributes to the leader: To facilitate the acquisition and / or development of other key skills in the exercise of leadership, including: the ability to negotiate, the ability to resolve conflict, the ability to motivate others, among others. . .