Who is behind Panache?
The world would be a better place if we truly knew how to communicate.
Not just "speaking better."
Building relationships.
Moving ideas forward.
Influencing the world.
Building relationships.
Moving ideas forward.
Influencing the world.
Featured in
Our manifesto
The world is an arena
It’s screaming. It’s clashing. It’s overwhelming.
Look around you. It’s Game of Thrones with Zoom meetings, Instagram posts, and televised addresses.
The noise is rising. The standards are falling. The truth is disappearing.
In this chaos:
Look around you. It’s Game of Thrones with Zoom meetings, Instagram posts, and televised addresses.
The noise is rising. The standards are falling. The truth is disappearing.
In this chaos:
If you don't have the right words, you don't count.
If you don't have the right glasses, you just follow the herd.
If you don't have rhetoric, you fade into the background.
The world would be a better place if we really knew how to communicate.
I mean, REALLY. Imagine if we knew how to persuade in a way that advanced both the idea AND the relationship. Never one without the other. And for that, we aren't helpless. There is rhetoric. The art of strategic speech for every situation where we communicate.
Not just window dressing.
Architecture to speak well and think well.
Not magic.
Engineering with tools and processes.
Not just style.
Action to influence the world.
It’s time to put the "R" back in rhetoric.
It’s time to breathe new life into rhetoric.
It’s time to breathe new life into rhetoric.
And yet, nobody really knows this discipline.
Worse, it suffers from misconceptions that stick to it like a shower curtain when you're trying to wash.
Worse, it suffers from misconceptions that stick to it like a shower curtain when you're trying to wash.
“It’s an ancient discipline”
Rhetoric was born from the need to be heard and to persuade. It has never been as modern or as crucial as it is today.
“It’s just fancy talk”
Public speaking competitions are for showing off. Rhetoric is for succeeding in your interactions, both spoken and written.
“It’s manipulation”
Smooth talkers confuse, overwhelm, or impose. Rhetoricians build bridges and relationships.
The rhetorical paradigm
Now you have your
new rhetorical glasses
For the citizen: move from submission to action.
For the entrepreneur: move from anonymity to authority.
Once you put them on, you will never see the world the same way again:
For the entrepreneur: move from anonymity to authority.
Once you put them on, you will never see the world the same way again:
You will know how to defend yourself
against bullshitters.
against bullshitters.
You will know how to understand
others before judging them.
others before judging them.
You will know how to stand out in
a world of clones.
a world of clones.
Our dogma
The immersion
Forget pure theory.
Forget binge-watching YouTube videos.
Forget PDFs gathering dust in a Drive folder.
Welcome to the Rhetoric Experience.
If it's too conceptual, we scrap it.
If it's actionable in your messages tomorrow, we teach it.
Rhetoric isn't just about "speaking better." It's about living better. Don't try to be the best. Become impossible to ignore.
Julien de Sousa
The Panache team
It will be the perfect opportunity to meet the Cairo elite
How we spread rhetoric
200+ clients
Panache for Business
Train teams and/or build unmistakable brands. Rhetorical Branding +
Rhetoric Training
Rhetoric Training
Coming Sept 2026
The Book
Panache
The first immersive rhetoric book to help you find the right words for the conversations that matter.
Coming 2027
The Panache Card Game
Solo, in a duo, or as a team: rhetoric like you've never practiced it before.
End of 2026
The Panache Experience
Go through a Program, train with the Community, and take the stage after the Bootcamp.
They speak with flair
Panache for Good
Rhetoric is a right, not a privilege.
When you work with us, a portion of our revenue is reinvested into our Pro Bono activities. We dedicate at least one day per month to supporting people and ideas that deserve to shine (equal opportunity, gender equality, social inclusion, education, etc.).
521
Hours donated
151
Positive projects supported
4,198
Participants trained pro bono
Media
Speak with Panache
Subscribers
350K+
Views
20M+
Published authors
Éditions First
