Value proposition

The promise a brand makes in a single breath. If it takes a paragraph, it is not yet a proposition.

One breath is the test because that is all a person spends deciding whether to keep listening. The proposition must hold the who, the what and the why-this in that breath. Compression is not a writing trick; it is proof the thinking is finished.

Drafting it, write the paragraph first, then cut it in half twice. What survives is what you actually offer; what fell away was reassurance. The line then stops being marketing and becomes governance: features, pages and projects that do not serve it are off-brief by definition.