Educational research typically overlooks the significance of the superintendent in improvement efforts. The superintendent must not only be a good manager, but must also provide leadership, direction, vision, and purpose, and must establish an atmosphere conducive to learning. Because effective communication is vital, and in order to avoid confusion, the superintendent must also form an administrative team to maximize interaction and create commitment. One of the key elements of superintendent leadership is the search for effectiveness and excellence in the educational program. Effective leadership that produces effectiveness in schools can be accomplished only when the superintendent is fully organized and knowledgeable. The superintendent must evaluate the success or failure of improvement efforts, and be willing to abandon a project when necessary. Superintendents who wish to implement school reform are risk takers who view their job as requiring them to educate community and staff about what is needed and what they should want. This paper contains two figures mapping out superintendent activities and the superintendent's role in instituting reform efforts, and a list of 15 suggestions for superintendents. (KS)