The situation of the rural sector in Latin America requires substantial transformation. Endogenous development in rural communities and labor collectives is insufficient and knowledge is not present in an integral manner. In many places, actions and projects are developed, but sustainability is not achieved.Seventy percent of the enterprises in Latin America are not sustainable after the first two years. It is important to have as a starting point that sustainability is a complex and integral process and requires the following components: social, institutional, economic and environmental. The direct link of the university community with rural areas contributes substantially to the training of students and professors by providing valuable experiences related to leadership, entrepreneurship and innovation.It is important to highlight that the model of Linkage with Society of the Universities has been improved, but it is still necessary to advance much more and to value experiences carried out in Schools of Leadership, Entrepreneurship and Innovation.