02 · Position · Web guide
The Executive Proposition
What should the market understand about you and why should it matter?
A CV describes where you have been. A proposition explains what you make possible — for whom, in which situations, and why that is relevant now.
Use this guide when…
- your experience is broad and hard to summarise
- people describe you by your last title rather than your value
- you are moving between sectors, roles or types of ownership
A common pitfall
Presenting everything you have done instead of the contribution you want to be chosen for.
- 01
Which problems are you consistently asked to solve?
Look for the pattern across roles, not the highlights of each.
- 02
In which contexts do you create the most value?
Growth, turnaround, integration, professionalisation, founder transition…
- 03
What evidence supports that?
Separate demonstrated results from how you would like to be seen.
- 04
Who needs to understand this — and what do they care about?
Owners, boards, investors and search consultants listen for different things.
- 05
Can you say it in two sentences without jargon?
If not, the proposition is not yet clear to you either.