( Strategy )
Write the decision first
Strategy that cannot be written as a decision is usually a list of options. Here is how we force the choice.
One sentence
Before any layout, we write the decision in one sentence: who the brand is for, what it promises, and why anyone should believe it. If the sentence needs an “and” in the middle, we are not done.
Proof, not adjectives
Each claim in the sentence is tied to something a customer said or did. Adjectives are allowed only when a quote backs them up.
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