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Leadership within an organisation concerns effective communication. But how can we effectively inspire and motivate others to work enthusiastically for something that will materialise in the future? How can we ask them to put their energies and trust into something that has not yet happened? We do it by appealing to our audience''s imagination, by painting a picture or a vision of what can be. But to do this our audience needs to trust us both professionally and personally. In a nutshell, we need to have credibility or as the ancients used to call it, ''ethos''. This article discusses the need to create this necessary feeling of trust. It presents us with the Monroe model for visionary type speeches as a means of achieving this end. Finally, it closes with some practical exercises on the draft speech, using the Monroe model, given by the chief executive officer of Carmela. This lecture article/chapter has been peer reviewed by the editorial board of Education Review of Business Communication - ERBC.