it publicly but it led to our brand idea. Step 5: Strategy statement I've come across a lot of 'strategic thinking' that doesn't seem to have a strategy. It has some observations (mis-called 'insights') and a clunky single-minded proposition slightly connected to some of the observations. But ultimately, a concise strategy statement is a useful way to ground your prop and creative idea. A To/By statement may come in handy for this. Step 6: Proposition or core strategic idea Whatever you want to call this thing, it's the guts of your strategy. It links and evolves the insight and brand truth in an interesting way. It's a handful of words. Personally, I believe there's no role for an account planner unless they can flip the perspective on a problem/opportunity/brand/person. Of course, if you put in chunky thoughts and the creative teams you work with aren't used to it they may say you're putting in ideas. I agree. You are. That's the point. But you're not putting in Creative Ideas or Advertising Ideas. They still need to make a whole lot of leaps with your stimulus and take it to a whole other level. (For more on ideas, read How to explain an idea -- a mega post ) I typically walk the proposition around the office before I make it official. I don't mind at all if someone makes it better. The point is what gets done with it -- not who does it. Oh, and don't try to write