This article analyses union journals in Sweden and Finland since 1990. In doing so, the article recognises the journals as principals’ collective professional voice regarding major education reform dynamics. Our findings suggest that principals in both Nordic countries, as collective actors, have clearly influenced reforms of the school system significantly. The unions serve as a strong voice with major influence in both professional and reform ambitions. However, the main arguments for the respective professional projects were similar, although professional ambitions were different in both cases: discretion for more educational leadership, without explaining what educational leadership means in detail.