The Proposition Formula

An exceptional proposition, built properly, does more selling than everything else you can say. This book shows you exactly how to build yours.

Somewhere a client has decided their current vendor isn’t working. They start to Google. But they’re not browsing, they’re triaging. They’re moving down a list, ruling firms out in seconds. Your proposition, like those of all your competitors, gets those few seconds and no more.

In this book, Scale at Speed author Felix Velarde and former CMO-com editor Michael Nutley take you through proposition development step by step. Using real-world case studies, they explain the foundations on which every great proposition is built, and lead you through the structured creative process that produces the proposition itself.

“The Proposition Formula clearly describes the process that gave us an exceptional proposition in a very crowded market.”
– Tim Deeson, Founder, Deeson

“It’s been a game-changer for our business… and a magnet for the brands we want to attract.”
– Hal Smith, Founder, H Street Digital

About the author

Felix Velarde 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 all over the world, and his 2Y3X programme scales professional services businesses across the UK, Europe and the US. He is the author of Scale at Speed and lectures on entrepreneurship at Hult International Business School.

Michael Nutley is a journalist and editor who has been writing, thinking and talking about interactive media and digital transformation since 2000. He was editor of the European channel of Adobe’s CMO-com, and before that of New Media Age, the UK’s leading magazine for interactive business. He also lectured on the future of advertising and of publishing at the London College of Communication.