The role of the principal in implementing school choice policy is examined in this paper. Choice policy is viewed as a triad composed of three points--policy, consumer information, and diversity of the learning environment. Guidelines are offered for principals to help parents make school choice decisions, and several helpful booklets are identified. Factors in parental choice include understanding child development, disseminating information, and considering the costs of providing information. Examples of different learning environments in Minnesota are described. A conclusion is that choice is a powerful change agent, and principals who accept their new role in implementing it will be leaders in effecting change. (20 references) (LMI)