01 / White Bear
“Branding
future
unicorns”
What clients say
about the process
“In a single day, we made more progress on our proposition than we had in two years.”
Jim Meadows · Founder, Commit
Five
seconds
A client who has given up on their agency gives each website on their shortlist a few seconds, to find the one that truly understands their needs. Your proposition gets those seconds and no more. “We’re a full-service agency” describes ten thousand businesses, and that client has just fired one of them.
Two propositions
the process produced
Both came out of the process the book describes.
02 / Impero
“We make
tired brands
famous again”
Inside the book
The seven
steps
A practical guide for leaders who would rather their businesses be chosen than compared.
- Values
- Ingredients
- Audience
- Territory
- Proposition
- Substantiation
- Deployment
Felix has spent over 25 years building propositions, and more than a decade running this process with agencies, tech companies, consultancies and law firms. The book takes you through it step by step, with case studies throughout that show what it feels like to go through the process.
The authors
Who wrote it
Felix Velarde
Author of Scale at Speed · Founder of 2Y3X
Felix started one of the world’s first web design agencies in 1994, and has been a founder and CEO for more than three decades. He has run proposition workshops for agencies for over a decade, and his 2Y3X programme scales professional services businesses across the UK, Europe and the United States.
He lectures on entrepreneurship at Hult International Business School.
Michael Nutley
Former editor-in-chief, New Media Age
Michael has been writing about and shaping digital media and marketing for over thirty years. He edited New Media Age and the European channel of Adobe’s CMO.com. He also lectured in digital advertising and publishing at the London College of Communication.
He is principal writer at London Research and writes regularly for The Drum.
What clients say
about the process
“Our new proposition speaks to what is at the heart of Beyond and people recognise themselves in it.”
Jess Tyrrell · Former Managing Director, Beyond
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to read it
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