Page 279 - Writing Winning Business Proposals

270 Appendix D

their claims by answering “Why?” at the top level of the logic tree, lower levels
can answer other questions, such as “How?” and “What kind of?”
To understand how to build a logic tree for a report, let’s assume that Collins
has decided to recommend that ABC increase capacity at the current site by
expanding the current facility (call this Option A). As Figure D.1 illustrates, the
entire body of her report could be a “Why?” logic tree organized to provide evi-
dence and support for that recommendation.
The logic tree is designed to answer Armstrong’s questions as he engages in
the report’s dialogue. His first question is the overriding one, related to how best
to provide additional capacity. The top box, the report’s major recommendation,
supplies the answer: “Expand the current facility to increase capacity.” This recom-
mendation, however, generates another question: “Why?” In Figure D.1, the boxes
on the next line provide the answer, in the form of three good reasons. The report’s
major argument, then, comprises the recommendation and the good reasons that
justify and support it. Each of these good reasons, however, probably necessitates
an additional argument, because in his dialogue with the report, each good reason
again causes Armstrong to ask “Why?” for justification. If Armstrong needs no
further justification, the logic tree below will suffice. If he does need further justi-
fication and desires to search more deeply for the underlying rationale, the report
would continue building arguments at lower levels. When do the arguments end?
When Collins believes that all of Armstrong’s questions have been answered.
No matter how far down the logic tree goes, each box on every level contrib-
utes to validating the logic tree’s major claim: Option A is the most appropriate
possible recommendation.

We recommend
We recommend
Option A.
Option A.
Why?

Why? Why? Why?

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a logic tr
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ee usually
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op lines o
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FIGURE D.1 In a report, the top lines of a logic tree usually answer the question “Why?”y?”
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