How To Write A Single-Minded Proposition: Five insights on advertising's most difficult sentence. Plus two new approaches.

What is a single-minded proposition? If you know Nike, you know the answer: Just Do It. This is the iconic line known and loved by Nike users worldwide that began its life as a single-minded proposition on a creative brief. Most SMPs don't become this famous. That's because they are exceedingly hard to write. But when they're done well, sometimes they reach this exalted status.

From the author of the critically acclaimed How To Write An Inspired Creative Brief 2nd edition comes a new critica...