The Proposition is a go-to-market company that provides full-service research, strategy, marketing and sales enablement to technology and B2B firms around the world.
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The biggest names in technology and financial services have used The Proposition workshops to win.
The positioning, the messaging, the narrative your buyers actually believe. Built in workshops with your leadership team, on camera, in one day.
Positioning · messaging framework · the workshop
See the workshops The go-to-marketCustomer research, commercial performance, deal support and marketing. Plus the human market connections that put your story in front of the buyers who matter.
Research · commercial · deals · marketing · network
See the servicesI help CEOs and their leadership teams to align and tell a story that customers understand and buy into. This is used for high-stakes sales, marketing, fundraising, product development and market communication, by getting everyone on the same page about strategy, value and differentiation.
If you would like to learn more, book a call with me.
Dan Ilett
My clients are leadership teams in listed, privately owned and venture-backed businesses.
"Differentiation in banking is hard and they really helped us crack that. Once we had our story, we drove some amazing results."
"They took a complex product, turned it into a simple story with a great commercial plan, and implemented it."
"They nail the brief each time. They understand the challenge of landing messaging in large, matrixed organisations."
"Instrumental in helping us figure out how we position ourselves in the innovation space, with measurable, data-driven impact."
"In a thorough and engaging process, Dan helped us develop a clear architecture for brand and messaging we could implement across every channel."
"Dan held the mirror up to us. Simple techniques, client first. Has it worked? You bet. Win rates are up."
"The Mirror showed us exactly where we were in the market, where we needed to be, and how we could get there."
"Brutal, but within 30 minutes we knew exactly why we weren't selling and where the product was wrong. It's saved us a fortune."
"They smashed it. We had struggled for years to describe what we do. They got to know us, then created a whole new concept."
"It's been critical and has forced us to be direct with customers about what we do."
I chair the City CIO Club in London and write The Executive Summary, read by FTSE 350 leaders.
As a behavioural futurist I write and speak on how AI is reshaping demand, and what makes people act, buy and change.
I loved the discipline of journalism. A blank page every morning. A full one by deadline. And it had to be right for the reader.
I wrote about business and technology for the Financial Times and others. Then I left and built a digital media company. Tech firms soon asked how I was winning readers faster and cheaper than they could reach their own. I showed them and I realised they had a bigger problem. Their messaging was weak and they were losing huge deals because they could not tell a good story.
So I built a second business to help companies align around the story their customers buy. Today that is The Proposition. Through it I have helped CEOs and their teams win in sales, fundraising, deals and exits. I love the pace. I thought leaving journalism would slow my travel down. It did the opposite. And I still do the work I love most: building the narrative and strategy that win.
If you would like to talk, drop me a line or book a call.
Find your C-level demand.
Build the narrative your team and customers buy into.
Take it to market and win, in person and online.
Playbooks, guides and a workshop to help you win.
Half-days to sharpen one part of your business, fast. All built on the same method.
Selling to the C-level by connecting like a journalist.
Get your exec team fluent in AI in a day.
Coaching for the highest-stakes moments on stage.
A read of your enterprise bid before you send it.
The story your CEO can tell from a stage.
A one-day diagnostic of your story and growth.
CEOs and leadership teams in technology and financial services, from listed and privately owned firms to venture-backed companies.
You find out what your clients, and the clients you want, are thinking, what they need, and what they want you to stop doing. You get a brand position and a market category. You get a narrative that runs through your entire organisation and aligns your teams around one common thread. And you get the strategy and support to take your proposition, story and pitch into market, so your team can connect with C-level buyers, challenge them, and shape better deals for your company.
It depends on the milestone, a raise, an exit, a repositioning or a sales push. We scope it on the first call.
Book a call. We will talk through where you are and whether I can move your number.
Three emails a week to 2,000+ chief executives on the future of demand, AI and go to market.
theexecutivesummary.com → KeynoteBehavioural futurist. Keynotes on the future of demand and winning as AI changes the game.
danilett.com → AI ReadinessAI readiness for leadership teams. Two workshops, from harnessing AI to building an AI proposition you can sell.
caipability.co → NetworkA private network for the City of London's senior technology leaders. Chaired by Dan.
citycio.co →Booking a call is the fastest way in. Prefer to write? Leave a note and I will come back to you.
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