One of the primary ways leaders influence others is through their rhetoric.Despite the clear link between charismatic leadership and rhetorical competence, empirical studies of this link in the management field remain sparse. We thus do not have a clear sense of the nature of the rhetoric
of charismatic leaders and whether or how they alter their rhetoric in different situations. We conduct an in-depth case study of the rhetoric of the late Steve Jobs, an acknowledged charismatic leader, to expand our
understanding of the fundamental link between charismatic leadership and rhetorical competence.
