Much has been learned about how to provide good-quality care for dementia. While specific methods and approaches may come and go, some core underpinning principles—respect for personhood, empathy, quality engagement, identity, and sense of purpose and worth—have become well established, are consistently focal, and are recognized as vital for the well-being of not only people living with a dementia but also those caring for them. This chapter poses the question that shapes the book: Why is it so difficult to sustain effective communication practices in dementia interaction? Preliminary explanations are considered, and the book’s approach to finding more in-depth answers is outlined. The terms dementia and communication are defined, and the core orientation of care, personhood, is described, along with consideration of how ego-centrism shapes cultural expectations about dementia care.