We are a boutique growth-and-exit partner for tech and B2B consultancies, getting you ready to pitch, sell and exit. We align your team to customer demand through a strategic narrative, then help you take it to market.
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Past engagements.
AI can write your decks, but it can't and shouldn't own your narrative.
Whether it is a pitch deck, a sales plan or a marketing plan, AI will not ask you the questions that surface your story or tell you how to relate that to demand. Our mission is to give businesses confidence in their story and product so they can beat their competitors and create good transaction opportunities.
We combine three disciplines that rarely meet in one place.
The commercial edge of fast-growth companies, the ones raising capital and heading for a sale. The communication craft of global media, where a story lands in seconds or not at all. And the sales and marketing practice that wins in FTSE-scale technology.
Led by Dan Ilett, a former Financial Times journalist and the writer of The Executive Summary, The Proposition puts all three together to build the story and the value that get a company acquired. We have helped founders and CEOs win new business, raise capital and sell their companies.
Our clients are leadership teams in listed, privately owned and venture-backed businesses.
"The response we have had from customers and the market since launching our enhanced messaging has been phenomenal."
"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."
"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."
The wider operation
Tech and B2B consultancies taking something to market that is hard to understand, and they know it. Whether you are repositioning, raising, launching or selling into a market that does not yet get you.
The company has real substance but a story that lands badly. Buyers, investors and analysts hesitate because they cannot quickly grasp what this is and why it matters. Every week of that costs you pipeline, valuation and momentum.
Before, the market squints and stalls, and your sales team carries the weight of explaining. After, the story lands fast, the positioning does the selling and the company becomes easy to say yes to.
Fixed prices, with a clear scope and timeline.
You could spend hours with AI and still not get the narrative. It will not ask you the right questions, and it does not know your market. We do, and we have been doing this a long time.
Of course, but in measure. We are a member of the Claude Partner Network, and much of our research and marketing runs on agents using the enterprise version of Claude. It is brilliant, and it still cannot do what a high-value, big-ticket transaction demands: the judgement, the questions and the market knowledge that decide a deal.
