Whatever professional activity people engage in, they must express their thoughts appropriately and convincingly. The word is everywhere, and therefore we can consider that our life is “continuous rhetoric,” but how successful and effective its use will be depends only on the speaker. The author of the manual, Marat Salikhov, deals with issues of long-term financial planning, sustainable business development and the formation of a personnel reserve in the Industry 4.0. Supports social initiatives related to the development of IT infrastructure and IT personnel in the regions of the Russian Federation.