In this report we tell the story of the notion reduction of couplings as we witnessed it in the course of time. Born as an innocent child of renormalization theory it first served the study of asymptotic behavior of several couplings in a given model. Reduced couplings appeared as functions of a primary one, compatible with the renormalization group equation and thus solutions of a specific set of ordinary differential equations. If these functions have the form of power series the respective theories resemble standard renormalizable ones and thus widen considerably the area covered until then by symmetries as a tool for constraining the number of couplings consistently. Still on the more abstract level reducing couplings enabled one to construct theories with -functions vanishing to all orders of perturbation theory. Reduction of couplings became physicswise truely interesting and phenomenologically important when applied to the standard model and its possible extensions. In particular in the context of supersymmetric theories it became the most powerful tool known today once it was learned how to apply it also to couplings having dimension of mass and to mass parameters. Technically this all relies on the basic property that reducing couplings is a renormalization scheme independent procedure. Predictions of top and Higgs mass prior to their experimental finding highlight the fundamental physical significance of this notion. Twenty-two original articles and one set of lectures are being commented, put into historical perspective and interrelated with each other.