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It’s Not Rocket Surgery

Organizations need clarity of purpose just as much as indi- viduals do. Fuzzy thinking leads to fuzzy results.

In advertising, it was common for us to spend months doing all sorts of quantitative and qualitative research studies on our client’s product or service. We’d research the con- sumer, the competition, the distribution channel, the pack- aging, and so on. Ultimately, we’d end up with a knee-high stack of reports.

Once we sifted through all the numbers, we’d then boil the research down to a one-page creative strategy brief. That brief would then be distilled down to one clear and concise sentence which we referred to as the unique sell- ing proposition. It was this one sentence that gave our cre- ative team what they needed to create terrific ads. Here’s an example of a unique selling proposition: Volvo is the safest car on the road today. It’s tight and there’s no room

for misinterpretation.

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