Learn from the team behind more than $1bn in closed deals for technology and financial firms.
The biggest names in technology and financial services have used our frameworks to win.
Playbooks, guides and a workshop to help you win.
// An intensive sprint workshop
Get brutal clarity and the tools to win the deal, the raise or the exit.
What is The Proposition workshop? Your next growth milestone, led by your proposition, mapped out with the blockers removed.
Before the day. We interview your clients and would-be clients on video, so you see the real demand in their own words.
On the day. We sit with you and build your position, category, message framework, go-to-market plan, sales engine and marketing.
The story, the pitch, the plan to win, the connections and the backup you need.
Apply for
£15,000 fixed · up to 10 attendees · London
To find out if your company is the right fit for The Proposition workshop, book a short call with our team. We ask companies to meet some minimum entry requirements to be invited. These include but are not limited to being an active B2B business, a revenue threshold, and operating in a sector where we are confident we can move your number. If you think this is a fit, book a call today.
Dan Ilett or a senior team run every workshop. We bring in specialists when the milestone calls for it: investor narrative for raises, M&A storytelling for exits, enterprise sales for the largest deals, brand and editorial for repositioning.
£15,000. That covers the pre-work, the client research interviews, the day itself, and the tailored write-up afterwards.
Everything we build in the workshop is your work, for you to take out to market, sell, raise, win and exit.
Three to six weeks from your call. The client interviews and the pre-work are the engine of the day, and we will not compress them. If your milestone has a hard date, tell us on the call and we will work out what is possible.
Standard NDA in place before the pre-work starts. The client video interviews are framed as research and do not reveal who we are working with. Nothing from the workshop becomes public, no case study, no name, no logo on the website, without your written sign-off.
Dan Ilett is founder and CEO of The Proposition, which has helped the world’s largest technology and financial firms to position, message and win deals with other huge brands.
Before founding The Proposition, Dan spent years as a journalist at the Financial Times and the national press, founded Greenbang (50,000 readers, quoted by the UN and the European Commission), and was the founding editor and an investor at CoinDesk.
He then crossed the table. As commercial director at Virgin Money and at Thomas Cook he ran the transformation programmes that change how a company sells, grows and proves its numbers. Dan and his team have advised CEOs on M&A, exit readiness, investment and the largest-cheque deals.
The firm grew out of two decades of building positioning, messaging and narratives for the world’s biggest brands. The work today is outcome-based: workshops built around a specific milestone, the deal, the raise, the exit.
That work has moved more than $1bn in revenue for clients.
Dan Ilett · founder, The Proposition · editor, The Executive Summary · chair, City CIO Club
The team behind
in closed deals.
A breakdown of how that number was built, deal by deal.
I’m ready to winBetween a Fortune 100 and a FTSE 100. Teams coached and supported through to signature.
Across enterprise technology, financial services and government.
Equity story rebuilt to earn the multiple at sale.
From seed through Series B. Investor narrative sharpened for the pitch.
Vetted by
Tested with 5 Fortune companies, 3 PE investors and 10 FTSE CIOs from the City CIO Club. One of the CIOs said:
“This is spot on. Some of the pitches we see from listed, Fortune companies are horrendous. This is brilliant.”
"My sales and client relationship teams were underperforming. Poorly written proposals, poorly prepared teams, inadequate understanding of client requirements, all culminating in losing business. Dan and the team used simple techniques focused on the client first to hold the mirror up to us. Has it worked? You bet. Win rates are up."Christine Wyatt General Manager, GBS, IBM
"In a thorough and engaging process Dan and the team helped us develop a clear architecture for brand and messaging that we were able to implement with in-house resources across all relevant content and media channels."Yuri Narciss Managing Director, Moonfare
"Differentiation in banking is hard and they really helped us crack that. Once we had our story and strategy, we drove some amazing results."Ewan MacLeod Chief Digital Officer, Nordea Bank
"They took a complex product, turned it into a simple story with a great commercial plan, and implemented it."Iain Gibbons Customer Director, Virgin Money
"They nail the brief each time. They take the time to understand our business and the challenge of landing messaging in large, matrixed organisations."Irene Sandler VP Global Marketing, Cognizant
"They were instrumental in helping us figure out how we position ourselves in the innovation space, creative and business focused, with measurable, data-driven impact."Chris Semple Global Lead, Innovation, Digital & Data, BBVA
"They smashed it. We had struggled for years to describe what we do. They got to know us, then created a whole new concept."Matt Sims Managing Director, Hatch
"The Mirror showed us exactly where we were in the market, where we needed to be and how we could get there."Ian Borner CEO, The Data Privacy Group
"The Stress Test was utterly brutal but within 30 minutes we knew exactly why we weren’t selling and where the product was wrong. Dan is very honest which is painful at times, but it’s saved us a fortune in waiting around to find out the even harder way."Ben Lilly CEO, Giant Leap Digital
Win again
If you need to start winning again, get the proposition right and the rest follows. That is what the workshop is for.
Apply for the workshop →
