This article discusses the possible ambiguities that exist between three different words: personalization, presidentialization and leader. In recent times, and mostly in Europe, the first two words have been used very frequently by media scholars and political scientists to point out changes taking place both in the decision-making process and in the public arena. At the same time, the older word, leader, is still alive and very much used. Do these words, and the processes they involve, have the same meaning? Do they refer to different changes? Are they used without the sufficient cognitive awareness? The article proposes three dimensions that may be useful to understand similarities and differences in the use of these three words.