A proposition without a strategy is a beacon without a lighthouse.

“Can we have a meeting to brainstorm the proposition before you start thinking?”

Too often do I find colleagues and clients alike obsessing over the wording of the proposition out of context. Sure, it is a single minded statement that encapsulates the one thing we want to get across to our audience, but the idea that the proposition alone is what makes up creative strategy is grossly reductionist, and well, wrong.

Thinking time is cannon fodder for a time bound project manager. Yet, while I appreciate project management orientated thinkers who focus on ‘the next thing’ that will progress a project along, the proposition shouldn’t be seen as a singular output. Nor should it be up for debate or confirmation before the strategic process has had time to breath. The proposition is generally the last element of a strategic framework or creative brief - a good proposition should bring together the insight that unlocks the human problem behind the business problem and forges itself with what makes the brand unique and motivating. These statements will be ideas within themselves, and from their procreation will come a freshly born statement that is unique, laterally spun into the world from their loving embrace.

This is why a proposition without the context of a creative brief is a meaningless statement, and why a proposition without a strategy is a beacon without a lighthouse. Only together can they guide creatives to safe harbour of inspiration. Otherwise, your concepts are likely to sail in the wrong direction, and at very worst, wash up on the rocks. 

“So what can we do?” you ask. Trust the process. Even if time is short, allow the strategist to go through their mental steps to read what they can, speak to who they can, arm their analytical left brain to wrestle with their intuitively creative right brain, all so they can concept a strategy with a foundation. A foundation that can withstand the salty breeze of client questions and creative criticism. And more importantly, how you can assure the work is likely to be effective.