The rhetoric book where YOU are the hero.

Bestseller.
A botched job interview. A tense negotiation. A relationship argument. A sales pitch. At every key moment, you decide what to say.
Order the book - €16.95
350K subscribers
10K+ trained
16 narrative arcs
20+ practical guides
500+ interactive choices
320 pages
At your favorite bookstore

Much more than a book, an adventure.

Since Aristotle, we’ve known one thing: we remember stories, not theoretical lectures. So, for a book to truly help us, it needs to make us an active participant. That’s why we wrote it.
You play the hero of the story, a character navigating between success and failure.
At every key moment, you choose what to say and what tone to adopt.
Every choice has consequences. Some bring you closer to success. Others don’t.
Summary sheets are scattered throughout the story to reinforce what you’ve learned.
You can replay the arcs to test different strategies, just like in a video game.
You can replay the arcs to test different strategies, just like in a video game.
Order the book - €16.95

Why is it different?

You’ve read books on communication. You’ve followed the advice. And then you found yourself in a real-world situation: a tense interview, a tough negotiation, an argument spiraling out of control, and you thought: what do I actually say? Other books give you abstract rules. This book immerses you in applied rhetoric.
01
You don't read rules.
You experience situations.
02
You don't memorize lists.
You make choices.
03
You aren't left in the dark.
You see the consequences immediately.
04
You can replay arcs. Test different strategies. Understand what changes.
Order the book - €16.95

The first French-language book
on immersive rhetoric.

Thomas N.

Freelancer
"I replayed the negotiation arc 3 times. Each time, I learned something new. This book is insane."

Malik B.

Manager
"Finally, a book that doesn't waste my time with theory. I experience the situations, I make my choices, I learn."

Sarah S.

Employee
"I read the job interview arc the night before a real interview. The next day, I recognized 2 of the trick questions. I got the job."

Héloïse L.

Executive
"My boyfriend gave me this book after a failed argument. With the couple's arc, I finally found the right words. We talked about it again, differently."

Who wrote this book?

Julien de Sousa

Former Director at makesense
In 5 years at makesense, I’ve supported 300+ startups. What I’ve realized is that a good product won’t sell without a good message. And that is how a brand becomes an obvious choice for its market.

Lucas Haensler

PhD in Rhetoric
Everything is rhetoric. Every communication situation, every message, every time you speak requires you to be persuasive, and therefore to have a tailored strategy. I’ve been studying these mechanisms of influence for 10 years.
Coming Sept 2026

Your next read

The Panache Book

€16.95

When facing others, every word is a choice. The first immersive rhetoric book to help you find the right words for the conversations that matter. (+ 20 practical guides).

16 narrative arcs
500+ interactive choices
20+ cheat sheets
320 pages
Order the book - €16.95

The questions we get asked most about this type of book

What is an immersive rhetoric book?

It’s an interactive book where you make the decisions. It won’t give you concepts that are easily forgotten. It puts you face-to-face with others: the recruiter waiting for an answer, the hesitant client, or the people you love when you can't find the right words.

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YOU embody the situations. You choose what to say. You test out responses. You will mess up. You will try again. And you will internalize what you discover. Because you don't learn rhetoric by reading about it. You learn it by living it.

Do I need to read the book multiple times?

Yes, and that’s the whole point. Every read-through is unique based on your choices. You can test different strategies, see how your decisions change the characters' reactions, and replay arcs to improve your results. Some readers go through it 2 or 3 times.

Is it suitable for beginners?

Absolutely. No jargon, no abstract theory. Everything is explained through real-world situations. If you can talk, you can read this book.

How long does it take to read the book?

3 to 4 hours for a first read. But the idea isn't to devour it in one night: read one arc, apply the lesson to your real life, then come back for the next. You can also use it as a reference: need to prepare for a negotiation? Re-read the negotiation arc.

To start practicing tomorrow

Coming 2027

The Panache Card Game

Solo, as a duo, or in a team: rhetoric like you’ve never practiced it before.
Discover the Game
Late 2026

The Panache Experience

Live the Journey, train with the Community, and take the stage after the Bootcamp.
Discover the Experience