This literature review aims to analyze three research designs, namely quantitative, mixed-method, and qualitative using exemplary leadership diction. The method used is the VoS Viewer bibliometric method to search and, in the end, the authors determine the articles reviewed. The results show that 1) quantitative research designs are confirmatory factor analysis centered on Kousez and Posner's exemplary leadership, 2) mixed methods design studies focus on the Kennedy Leadership Qualities. Kennedy’s five leadership qualify cultural differences: a) making variety a preference, b) getting to knowing personalities and their variations, c) enabling valuable connection, d) liability as an essential advantage, e) mutualism as the ultimate arbiter, and 3) meanwhile, in the qualitative research design, exemplary diction is more heroic, which relies on one role model with all the sacrifices, dedication, risk, and skills to adapt the application of various leadership styles associated with exemplary diction. It is clear that to apply exemplary diction requires sharp intuition of leadership, the intelligence to mix several styles, and the courage to take risks.