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What is a Single-Minded proposition? If you know Nike, you know the answer: Just Do It.
From the author of the critically acclaimed How To Write An Inspired Creative Brief 2nd edition co.
But when they\'re done well, sometimes they reach this exalted status.
That\'s because they are exceedingly hard to write.
Most SMPs don\'t become this famous.
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.
What is a Single-Minded proposition? If you know Nike, you know the answer: Just Do It
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