As a business, you invest significant effort in establishing the value of your products and brands. This is accomplished through the reasoning that informs your decisions, also known as your organisation’s logic. The logic behind your choices determines their success in achieving your desired results. It is essential to distinguish between options that will yield desirable outcomes and those that won’t, particularly for decisions that impact your daily operations in forming your long-term goals. A well-established logic system provides a framework for making choices and achieving objectives through the appropriate implementation of activities. It serves as an informed guide to content processing, enabling you to maintain control over the value you create for your business.

In making decisions, your reasoning explains why one option is better than another in achieving goals. In providing explanations, you define the options and why they are or are not appropriate for bringing results. For instance, when deciding on a communication campaign, you must decide on your customer’s proposition. How you decide on your proposition depends on how you define the market context, brand position, and customer profile. The way you define this proposition will impact the creative proposal that your advertising agency develops. The final product should align with your original definition, but additional messages may be included. Ultimately, your customer is the one who will receive the message. If the content is processed accurately, everyone involved – your company, the advertising agency, and the customer – will have the same understanding of the proposition, i.e., the same definition.  Synthesising multiple meanings, as communicated through variable forms, into singular meaningful propositions is the work of Logic and the underlying process of content construction.

Constructing a singular understanding of brand propositions involves ensuring that all steps towards the desired outcome work together towards that goal. It’s similar to an orchestra, where a diverse group of musicians who play different instruments come together to produce a single piece of music. The unity of the sound is not produced by a single note but rather by the synthesis of multiple notes that create a complete and comprehensive sound experience. To achieve this, certain rules guide the composition, including understanding the importance of each note and instrument and how they interact to produce the desired sound.

Creating value relies on everyday decisions since they are crucial in processing content. These decisions revolve around how the execution of activities constructs your proposition. Your Business Logic reflects how you define your ideas, goals and actions and how you bring them together in creating value. For example, if you’re in the telecommunication industry, you may aim to create value through the concept of “enabling relationships”. Your interpretation of this concept would guide all your actions, shaping the experiences and benefits you provide. Understanding the components that make up the definition of the concept and how they relate in doing so serves as guidance in making decisions. It’s essential to establish a logical system that reflects this understanding and provides the framework for choices that align with the “enabling” and “relationships” aspects while avoiding their opposites.

Decision-making is enabled by learning how to differentiate between meaning and representation so that one can recognise the true content underlying words and actions. Setting goals, establishing strategies and implementing actions involves synthesising multiple meanings into a singular propositional concept that may be expressed in variable forms. However, singular concepts hold meanings together through a particular logical system or set of relationships dictated by the concept itself. Understanding the workings of the non-tangible nature of content is essential for businesses when it comes to making informed decisions.