“They nail the brief each time. They take the time to understand our business. They understand the challenges of landing messaging and positioning in large, matrixed organisations.”
Irene Sandler
VP, Global Messaging, Cognizant
People-to-people narratives to elevate your business performance.
“The company story is the company strategy.” Ben Horowitz
Clients
Pick the engagement that fits the moment. Or stack them.
Buyer and market research from a senior team with C-suite access. We ask the questions that move your business forward.
Category, ICP and the line your sales, marketing and product teams will run on.
The narrative your market repeats back to you. Editorial sentences, not marketing slogans.
Bid check, bid builder and bid leader. We sharpen the pursuit narrative for deals where the buyer sits in the C-suite.
Acquired, raised or scaling? We rewire leadership, capability and the commercial story so the whole company performs at the new level.
Speech writing and on-stage coaching for CEOs, founders and execs who have to be heard.
We make your proposition seen, trusted and buyable.
We help your teams transform from transactional sellers into trusted advisors.
We write the story your market repeats back to you in their own words.
Every engagement runs on the same three phases. Six to twelve weeks. End to end. Branded the same way, tuned for whatever you walked in with.
We show you what you look like to the C-level buyer.
We build a message that connects.
We help you take it to your audience.
They nail the brief each time. They understand the challenges of landing messaging and positioning in large, matrixed organisations.
They’ve helped us position service offerings, create thought leadership and build sales enablement.
“They nail the brief each time. They take the time to understand our business. They understand the challenges of landing messaging and positioning in large, matrixed organisations.”
“Dan and the team used simple techniques focused on the client first to hold the mirror up to us about how bad our interactions were. Has it worked? You bet. win rates are up.”
“I am so impressed at the difference they made to us. Differentiation in banking is hard and they really helped us crack that. Once we had our story and strategy, we drove some amazing results.”
“They were able to take a complex product, turn it into a simple story with a great commercial plan. and implement it.”
“Members of the team have been instrumental in helping us figure out how we position ourselves in the innovation space. Their strategies have maintained a fine balance between being creative, business focused and with measurable, data-driven impacts.”
“In a thorough and engaging process The Proposition 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.”
“The Mirror showed us what we were doing well and where we had opportunities to improve our commercial performance. highlighting exactly where we were in the market, where we needed to be and how we could get there.”
“They smashed it. We were looking for journalistic flare rather than traditional marketing. We’ve struggled for years to describe what we do in a clear way. They got to know us really well and created a whole new concept.”
“It’s been critical and has forced us to be direct with customers about what we do.”
“My sales and client relationship teams were underperforming. Dan and the team used simple techniques focused on the client first to hold the mirror up to us about how bad our interactions were. Has it worked? You bet. Win rates are up.” – Christine Wyatt, General Manager, GBS, IBM
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REHEARSED & DEPLOYED
Dan Ilett, founder
Dan Ilett is a specialist in CEO storytelling. His work has shaped $1bn in closed deals for IBM, Google, Microsoft, LG, SEB, RaboBank and the UK Government. He has coached Fortune and FTSE CEOs on the commercial narrative, the speech and the media handling that surround the highest-stakes moments: crisis, change, product launches, growth milestones, fundraises and exits. He chairs the City CIO Club, a private network for technology leaders.
He came up through journalism, writing for the Financial Times, Economist Group, Daily Telegraph, New York Times and a string of tech publications. He went on to launch his own, founding Greenbang (cited by the UN and European Commission) and CoinDesk, where he was founding editor. He has also worked in FTSE transformation, commercial delivery and digital media companies.
With AI such a hot topic, he edits and publishes The Executive Summary, an enterprise AI weekly briefing for 2,000+ CEOs.
Long-form pieces, recorded sessions and the audiobook. Most live on The Executive Summary.
Recorded session. How to land the room when the buyer sits at the top.
The one document the C-suite actually reads. How to write one that lands.
From the journalist's side of the table. What reporters actually want and how to give it to them.
One 30-minute call. We listen. If we can help, we tell you how. If we cannot, we tell you who can.