Know it! Write it! Sell it! World Class Speaking coaches suggest that you start your speech with your Foundational Phrase. What is the Foundational Phrase? It is your overall message. It is the phrase or group of words that you want your audience to take away with them. If you start with your Foundational Phrase it helps you to clarify your main message, select the right content and deliver your speech so that your message will stick. Obama's "YES WE CAN" was his main message