The book sheds light on the topic of speech and rhetoric from two new perspectives, distinguishing itself from all other rhetoric books: While speakers and speechwriters typically prepare based on specific occasions, meaning they write speeches for particular events, this book demonstrates that it is more practical and strategic to develop guidelines for speeches independently of occasions. This method simplifies later preparations for individual speeches, saves time, conserves resources, and contributes to the image of companies. This strategic preparation must answer the following question: How should our company's speeches be structured so that they not only convey specific, occasion-related messages but also consistently reflect the company's self-understanding and thus enhance its reputation? The book delves into these aspects and makes readers aware of their significance.