And it means that one only has to have one creative idea to start and end with, instead of one to start with and a second for the ending. The language of speechwriting is different from that employed in most other media. It should be correct, colloquial, spoken English, which, by definition, is something that we seldom write. We can break some of those rules we were taught at school, such as not starting sentences with conjunctions or ending them with prepositions. Language should be fresh, clear and precise.
Creativity is always a problem.
Despite much talk and some action, it is seldom really encouraged in the workplace. Speechwriting has more in common with poetry than it has with report-writing. Reports go straight to the brain, while speeches, like poems, communicate ideas by pleasing the audience's ears, touching their hearts and then, sometimes, appealing to their brains. Many musical or poetic techniques transfer well to speeches. Writing speeches requires creativity, creativity requires taking risks and it takes a little while to encourage shy adults learning how to write speeches to cast aside their inhibitions and give it their best.