Derive propositions
Four steps from product to proposition.
How to distill rational and emotional benefits from product features into a proposition.
When writing a proposition for a new product or pivoting an existing one.
For each feature write one rational and one emotional benefit. Pick a single winner.
Related frameworks
Agencies execute. Consultants advise. And then everyone wonders why the two never add up.
Clues does both. We look for the clues that point to the right path, and then we walk it with you all the way. Because strategy without execution is just a well-paid hypothesis.
We put this library together because we see structured thinking as the foundation of success. Whether you're working on your next campaign or building a brand-new brand.
Share it, use it, build on it. The Clues team.