In the fourth chapter I describe the role of leadership values in shaping communication practices and strategies. To do so, the chapter focuses on two metaphors used to describe project management: gardening and cooking, and describe the values of each leadership approach. The chapter forwards the argument that leadership identity relies on a project manager’s positionality on their team and in their organization. Furthermore, I argue that project management leadership is a rhetorical performance that relies on engagement from people to be effective.