Find the ownable angle
Proposes a distinctive, defensible point of view the firm can credibly own, stress-tested against the obvious takes, before any words are written.
In / outCandidate topic + firm domain knowledge → ownable angle with stress-test notes
You might say…
“I keep writing pieces that feel generic — this gets me to the one thing only we can say.”
What it does
Given a candidate topic and what the firm credibly knows, proposes a distinctive, defensible point of view buyers are wrestling with — and stress-tests it against the obvious/commodity takes so the stance is one the firm can uniquely own. Used at the start of a piece, before format or words.
Trigger: Use when you have a candidate topic but have not yet committed to a stance the firm can uniquely defend.
Recognise the problem?
The primitives are the commodity part. The fastest next step is a conversation about composing them into something that works for you.
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