What all good single-minded propositions have in common.

(I’ll break down the single-minded proposition to its basic elements on The Brief Bros., my video podcast. You can also follow me on Youtube.) Many years ago, about a week into a new job I’d taken as creative director on a major international brand, I was reviewing a creative brief that had been approved by […]

Six ideas on how to write better single-minded propositions.

No one wants to write a bad single-minded proposition. I get it. There’s a ton of pressure on you to not just write the damn thing, but to write a brilliant one. When everyone expects, well, Just Do It, anyone would shrivel up into a dried-out raisin. So here’s my advice. Number One: Save the […]

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