The emphasis of a demanding speech, it is said, is based on the rhetorical pauses. In reality, however, silence usually is not as golden as expected. Whoever talks influences. What exactly do I want to achieve with my speech? What does the audience want to hear? Does it want to be approached factually or emotionally? Which metaphors does it tolerate? So how do you design a speech to be target-oriented, but at the same time exciting and rousing? Here, we only advise first-level executives.