ProNarrative

Start Here

Our Values & Thought Models

Great marketing isn’t just about creativity. It’s about solving real business problems with strategy, insight, and execution.

  • Our values guide everything we do, from the way we approach challenges to the way we collaborate with clients. But values alone aren’t enough.
  • We rely on thought models to inform our strategy and implementation. These frameworks help us ask the right questions, build strong systems, and create marketing that delivers impact.

Here’s how our values and thought models shape the way we work.

Our Values

Table of contents
  1. Our Values
    1. Problem Solving
    2. The Right Questions
    3. Creativity & Wisdom
    4. Systems
    5. Skilled Team
    6. Good Vibes
    7. Great Marketing
  2. Our Thought Models
    1. First Principles Thinking
    2. The Inversion Model
    3. Occam’s Razor
    4. The Flywheel Effect
    5. The 80/20 Principle
    6. The Experience Curve

Here are our values:

  1. Great marketing is great problem solving.
  2. Great problem-solving needs great questions.
  3. Great questions require great creativity and wisdom.
  4. Great creativity and wisdom need strong systems.
  5. Strong systems need a skilled team.
  6. A skilled team needs good vibes.
  7. Good vibes create great marketing.

Let’s look at each one in detail.

1

Problem Solving

Great marketing is great problem solving.

Marketing is about identifying obstacles that stand between a business and its customers, then finding smart, strategic ways to remove them. Every campaign, message, and offer should solve a real problem, whether that’s lack of awareness, trust, or action.

2

The Right Questions

Great problem-solving needs great questions.

Asking the right questions reveals the real challenges behind surface-level issues. What does the customer truly need? What’s stopping them from taking action? The best marketing starts with uncovering insights that others overlook.

3

Creativity & Wisdom

Great questions require great creativity and wisdom.

Creativity helps us see new possibilities, and wisdom ensures we apply them effectively. It’s not just about being different, it’s about being meaningfully different. The best ideas come from a blend of fresh thinking and deep experience.

4

Systems

Great creativity and wisdom need strong systems.

Even the best ideas fall flat without execution. Strong systems ensure creativity turns into real results, allowing us to test, refine, and scale what works. Structure doesn’t limit creativity… it empowers it.

5

Skilled Team

Strong systems need a skilled team.

Systems are only as good as the people running them. A skilled team knows how to adapt, optimise, and bring strategy to life. Training, experience, and collaboration turn processes into powerful engines of growth.

6

Good Vibes

A skilled team needs good vibes.

High-performing teams thrive on trust, respect, and positive energy. Good vibes fuel creativity, resilience, and a culture where people bring their best work. Happy teams create better results.

7

Great Marketing

Good vibes create great marketing.

Marketing isn’t just strategy and execution… it’s the energy behind the message. When a team is aligned, engaged, and inspired, that passion translates into campaigns that connect, convert, and achieve the most important objective: growth.

Our Thought Models

Here are the thought models we love the most:

  1. First Principles Thinking
  2. The Inversion Model
  3. Occam’s Razor
  4. The Flywheel Effect
  5. The 80/20 Principle (Pareto’s Law)
  6. The Experience Curve

Let’s look at each one in detail.

1

First Principles Thinking

  • Break problems down into fundamental truths instead of relying on assumptions.
  • Ask: “What do we know for sure?” and “What needs to be true for this to work?”
  • Helps uncover fresh solutions rather than defaulting to conventional marketing tactics.
Application:

We don’t rely on assumptions about what works in lead generation. Instead, we break down each campaign into fundamental truths… what actually drives a person to take action? By asking, “What do we know for sure?” and “What needs to be true for this to work?”, we uncover fresh solutions rather than defaulting to conventional tactics.

2

The Inversion Model

  • Instead of asking, “How do we succeed?” ask, “What would guarantee failure?”
  • Helps identify blind spots and weaknesses in strategy before they become problems.
Application:

Instead of only asking, “How do we generate more leads?”, we also ask, “What would cause this campaign to fail?” This approach helps us identify weak spots in messaging, targeting, and user experience before they become problems, ensuring smoother performance and stronger results.

3

Occam’s Razor

  • The simplest solution is often the best one.
  • Avoid unnecessary complexity in marketing strategies.
Application:

Complex funnels and overcomplicated messaging can kill conversions. We apply Occam’s Razor to simplify every step of the lead journey… cutting out unnecessary friction, making CTAs clear, and ensuring each ad, landing page, and follow-up is as direct and effective as possible.

4

The Flywheel Effect

  • Small, consistent improvements build momentum and create exponential impact over time.
  • Great marketing isn’t about one-off campaigns but about compounding success.
Application:

Lead generation isn’t about one-off wins; it’s about creating momentum. We refine campaigns continuously, improving audience targeting, creative performance, and conversion rates over time. Small, consistent optimisations compound into long-term success.

5

The 80/20 Principle

  • 80% of results come from 20% of efforts.
  • Identifies the highest-impact actions to maximise efficiency and minimise wasted resources.
Application:

Not all audiences, creatives, or strategies deliver equal results. We focus on the 20% of campaign elements that drive 80% of the conversions… whether it’s a high-performing ad, a specific audience segment, or a streamlined lead nurture sequence.

6

The Experience Curve

  • The more you do something, the better and more efficient you become.
  • Emphasises skill development, automation, and expertise over time.
Application:

With every campaign, we get smarter. We track performance patterns, test new approaches, and build on past successes to improve efficiency and cost per lead over time. The more we optimise, the stronger our results become.

Table of contents
  1. Our Values
    1. Problem Solving
    2. The Right Questions
    3. Creativity & Wisdom
    4. Systems
    5. Skilled Team
    6. Good Vibes
    7. Great Marketing
  2. Our Thought Models
    1. First Principles Thinking
    2. The Inversion Model
    3. Occam’s Razor
    4. The Flywheel Effect
    5. The 80/20 Principle
    6. The Experience Curve

Start your new narrative here

Download marketing differentiation strategies orRequest your free consultation