Abstract
The chapter discusses the problem of leadership and its understanding in various theories, and studies of technological changes in organization. On the basis of longitudinal case studies and applied analysis of HR practices, the changes in the personnel composition, products, and differences in the strategies of external communications with consumer of three Russian organizations—business school, consulting company, and dental clinic are investigated. It is shown that the strategy of reducing and hiring staff with inclusion in new social channels is the most effective. The image of new vision of organization and promising practices in managing people is described, taking into account the results obtained and the analysis of the history of business development, which are based on choice and development of both leader and staff in an informal structure and ability to self-renaissance of organization.