Creativity

When it comes to the workplace, culture is one of those words that gets thrown around as though it’s a fixed thing. Something you can define, measure or simply create on demand. It’s often treated like a destination you reach once you’ve ticked enough boxes or invested in the right initiatives.

But culture is complex, fluid, multi layered and requires continual focus. Creating a positive, trusted workplace culture can take years to build and days to break down. The Dutch have a great phrase for this – ‘trust comes in on foot but leaves on horseback.’

The challenge for People and HR teams, often the ones expected to drive culture, is where to start. As the lowest funded support team in many organisations*, they’re often chronically under-resourced. Their remit is broad – spanning DEIB, wellbeing, employee experience and employer brand development. Not to mention navigating change, hybrid working, the widening gap between frontline and knowledge workers, connecting employees to organisational purpose, driving volunteering and social impact… the list goes on and on.

With so many competing priorities – and the need to keep culture alive every day – where do you even start?

Culture change isn’t a switch. It’s a system.

Culture isn’t something that sits on a to-do list. It isn’t built in workshops. It’s shaped every day by how people feel, how decisions are made and how we communicate with the workforce. It’s systemic, intentional and the golden thread that runs through everything, holding the organisation together.

Creating that golden thread – that strategic narrative – is much harder than it looks.

As experts in elevating employee communication to drive positive cultures and create great places to work, we created our own framework and diagnostic approach. It helps organisations assess where they are today, so we can guide them towards the culture they want to build.

We call it THRIVE because we believe everyone deserves to thrive. And because we know that when our people thrive, so does the business.

THRIVE focuses on six interconnected pillars that shape employees’ everyday experience of work:

• Talent – Attracting, developing and retaining people through authentic, honest and engaging employer brands.
• Human – Creating a human culture that sees employees as people not resources, genuinely appreciating their contribution, caring for their wellbeing and giving them a genuine voice.
• Roadmap – Clearly and consistently communicating the organisations’ strategic narrative, direction and purpose in a way that inspires so everyone knows where they’re going, why it matters and how they can contribute.
• Inclusion – Building a sense of inclusion and belonging that enables everyone to come on the journey, bringing their true and best selves to work. Ensuring every voice is heard, valued and respected.
• Values – Having clearly defined and communicated values that are lived and respected by all and consistently used to drive decision making and guide direction
• Experience – Designing touchpoints and narratives that shape the moments that matter throughout the journey from candidate to alumni.

If you’re on a journey to improving workplace culture, or you’ve just joined an organisation and want a clear picture of where things stand, explore our methodology here and talk to us about our diagnostic approach.

If your campaign is trying to say everything, chances are it’s saying nothing. When you’re passionate about your product or service, it’s tempting to shout about every feature, benefit and value all at once. But when you try to say too much, your message gets lost. The most effective campaigns have one thing in common: they focus on just one thing. And that’s where the single-minded proposition (SMP) comes in.

What is a single-minded proposition?

At its core, a single-minded proposition is the one thing you want your audience to remember. It’s the golden thread that ties everything in your campaign together. Not a list of benefits. Not a product feature. Just one clear, compelling reason for your audience to care.

Think of it as the engine of your campaign. Without it, the campaign doesn’t move. You might have all the creative assets – the shiny visuals, the clever copy, the right channels – but without a strong SMP driving it, your message risks going nowhere.

Why it matters

Without a clear SMP, campaigns can easily lose focus. Teams pull in different directions, creatives interpret briefs in their own ways, and the result is often a fragmented message that fails to land.

A well-crafted SMP keeps everyone aligned – from strategy through to execution. It ensures consistency across all touchpoints, making sure that your campaign speaks with one voice, no matter where or how your audience encounters it.

What makes a good SMP?

A strong single-minded proposition doesn’t just come from knowing your product. It comes from knowing your audience.

It starts with truth. What’s the human insight or emotional hook that connects your audience to your message? Forget the long list of product features – what do people really care about? What problem are you solving? What emotion are you tapping into?

For example, Persil’s Dirt is good changed the conversation around laundry. It didn’t focus on stain removal or cleaning power. Instead, it connected with parents on an emotional level – helping them see that getting dirty was part of their child’s growth. Tesco’s Every little helps cut through a crowded market by focusing on small, meaningful savings.

These aren’t product features. They’re simple, emotive ideas that speak to something deeper.

Tips for crafting your SMP

Now that you know what a single-minded proposition is, how do you actually create one that sticks? Here are some practical tips to help you get started.

1. Start with truth – What’s the real insight about your audience or the world they live in? Ground your message in that reality.
2. Go emotional – People remember how you made them feel. Find the hook that resonates on a human level.
3. Be ruthless – Focus on one thing. Not two. Not three. Just one. It’s harder than it sounds.
4. Stress test it – Does it make sense across different channels? Can your team, your client, your creative lead all align behind it?
5. Don’t confuse it with a headline – A strong SMP might become the campaign’s headline, but that’s not the goal. The SMP is there to guide the creative, not replace it.

Common traps to avoid

One of the biggest pitfalls when creating a campaign is trying to say everything at once. The more you cram in -features, benefits, values – the more likely your message will get lost. Instead of standing out, it blends into the noise.

Another trap is confusing features with meaning. It’s easy to focus on what your product does – like free delivery or 24/7 support – but that’s not what makes people care. A strong single-minded proposition goes deeper. It connects with why those features matter to your audience and what difference they make in their lives.

One message, one shared focus

The beauty of a single-minded proposition is that it gives everyone – strategists, creatives, stakeholders – a shared focus. It keeps campaigns sharp and aligned. And in a world where attention is fleeting, that focus can make all the difference.

If you’ve ever struggled to pin down what your campaign is really trying to say, or if your message has felt lost in the noise, it’s time to rethink your approach.

Because when it comes to cutting through, one thing done well is always better than ten things done half-heartedly.

Need help finding that one thing your audience really cares about?

We work with businesses to develop laser-focused campaigns built around a strong single-minded proposition – cutting through the noise and landing messages that stick. If you’re ready to sharpen your focus, we’re here to help.

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Staying focused: The power of a single minded proposition

Gone are the days of repetitive and generic campaigns, today’s marketing landscape demands creativity, authenticity, and distinctiveness. Crafting an effective single minded proposition is your tool to cut through the noise and make an impact. Unlike a tagline, your single minded proposition is your brand’s North Star, guiding your communication strategy and inspiring creativity. It’s not about shouting the loudest, but about speaking with purpose and delivering value.

Just as Persil transformed a mundane category with “Dirt is Good,” your brand can leave a lasting impression by uncovering its own unique proposition. Let your single minded proposition be the foundation of creativity, driving campaigns that not only capture attention but also inspire genuine connections.

If the journey to finding your single minded proposition feels daunting, then this article is a great place to start.

What is an single minded proposition?

Not to be confused with a tagline or strapline, a single minded proposition is the one compelling reason that a consumer would want to buy your product or use your service. It should be viewed as the most important thing that you can say about your brand. It sits at the heart of a great marketing story as we talked about with Persil. It can also be known as a Key Message or One Important Thing or Key Takeaway or Point of Differentiation.

It is a simple statement and it’s never more than a sentence. It’s about ditching the all the waffle and cutting to the chase.

Here are a couple of great examples of SMPs from campaigns that you may recall:

Why is a single minded proposition so important?

The marketplace is crowded with competitors offering similar products with comparative benefits, targeting the same customers.  But being completely frank, telling customers what you do isn’t actually that important. What you do for your customers is the most important. This is truer than ever, given the top-down communication approach is pretty much redundant in today’s world and most brands are now fighting to find new and engaging ways to encourage participation with their products and services.

The very best communications focus on one thing; Simple-Minded Proposition. Of course, your product has many great features and benefits that will endlessly enrich lives and are worth shouting loud and proud about. But if you try and cram as many messages as possible into your communication strategy, you risk meaning nothing to anyone. The campaign message quickly becomes diluted.

So ultimately, if you can land on a killer single minded proposition, the thinking of your marketing team, creative team and/or agency will be much more streamlined ensuring the creative juices will be flowing from the outset. A great SMP is memorable and brave! But most importantly, a great SMP can lead to memorable campaigns that evoke emotion in the consumer and make communications much more effective.

What’s the difference between a tagline and single minded proposition?

An SMP is usually not customer-facing or for public consumption. It inspires creative and kick-starts big thinking. A tagline on the other hand more about customers and the value your product provides. Think of it like this – the SMP is the umbrella or ‘North Star’ in the creative process. All communications (including the tagline) should fall from the SMP.

There are however some rare occasions where the SMP and tagline are the same for example – Apple iPod – 1000 songs in your pocket.

How to write a SMP

1. What are THE most important features of your product or service?

Write down the best features of the product or service. What makes your product unique? These are rational, literal things. Dig into the data to understand your customers. Become the consumer. Get to know the product well. Which feature will talk to more of the target market? What can your brand own? What can you claim that the competition can’t?

2. What are the benefits of the features you’ve identified?

Think about what’s in it for the end user. Which feature stands out the most? Why do they care? How do you improve the quality of your customers lives? Remember that benefits talk to the heart. Simply tell your customers why they want it.

3. Agree on one thing that will drive a customer to purchase.

Create a shortlist of everything you’ve written down above and agree on one thing. Remember, deciding what not to communicate is just as important as deciding what to communicate. From here you’ll be able to draft your SMP and you may well go through many, many iterations before one sticks. Remember the Dirt is Good. We know research tells us that consumers respond much better to one idea, so be brave and don’t dilute it.

4. The elevator pitch

Einstein said: “If you can’t explain it simply, you don’t understand it well enough.” Can you say it in one sentence without having to explain anything further? Could you put it on a billboard in Piccadilly Circus on a busy Friday night and your consumer would want to buy your product or service? If the answer is yes, then you might just have landed your killer proposition.

Are you struggling to define your single minded proposition or find one that sticks? If so, then we have a talented team of BIG thinkers experienced in future-proofing brands, just get in touch.