Typical of Appenzell? These are hilly landscapes and dairy farming, carpentry, reading societies and the Landsgemeinde, the Alpstein, folk music and traditional costumes, healing arts of all kinds, humor and melancholy. Less known are the high-tech companies from the Appenzell region that operate worldwide. This book aims to entertain intelligently, avoiding clichés and addressing some questions: How did the idyllic image of Appenzell come about? What separates the two half-cantons of Eastern Switzerland, and what connects them? Designed as a lexicon and focusing more on surprise than completeness, it serves as an inspiration and excursion - offering a variety of perspectives. It portrays innovative companies and characterizes the land, its people, and way of life. Visually, "Auftritt Appenzell" is held together by images from photographers Verena Schoch and Luzia Broger, created specifically for this book.