Educational choice is a major policy strategy currently gaining momentum. Yet numerous questions remain regarding the nature of public sector schools of choice and their control. This article contributes to the literature on choice and control by identifying the leadership role of principals in these schools. Beginning with an examination of institutional and organizational features unique to public sector schools of choice, the article moves to a discussion of the principal as middle manager, entrepreneur, and symbol manager. Each of these roles is examined in terms of how control and autonomy are balanced. The article concludes with a discussion of policy questions for future study.