This ethnography explores the leadership qualities of a public school district media director, the person who "orchestrates" the use of technology. Using observation, interviews, and artifact analysis, the following questions were investigated: (1) What are the beliefs and values which underlie this media director's decisions?; (2) What are the recurring events and practices of the media director?; (3) What are the relationships a media director must cultivate?; (4) What are the day-to-day encounters of a media director?; and (5) What are the leadership qualities of this media director? Data were analyzed and categorized into issues which describe the inter-relatedness of theory and the decision-making and actions of the media director. The themes of the discussion are:"Leadership: Lead, Follow, or Please Retire!" and "Communication: The Way I Hear It." (Contains 11 references.) (MAS)