Page 28 - Writing Winning Business Proposals

Understanding the Baseline Logic 19

current situation or about where I want to be at the end of your proposed proj-
ect. When this occurs, and you do not help me achieve clarity, you and I are in a
potential lose-lose situation. In this situation, you probably will write a proposal
without clear objectives, without clearly defining my desired result, S2, at the end
of your project. I might even accept that proposal, but we might both pay a price,
often a significant price, during the project. You may not satisfy me, possibly incur
a cost overrun, and not develop the long-lasting relationship we both desire.
To avoid this situation and to ensure that your proposal is fundamentally
sound, the rest of this chapter, as well as the next, will build on the concept of the
baseline logic, show you how to test for it, and demonstrate how you can use it to
your advantage.
The second cautionary note: Although I remarked at the beginning of this
chapter that I want you to make the complex simple, I have to admit that the
relatively simple concept of the baseline logic often is not easy to understand.
Accordingly, this chapter on understanding the baseline logic and the next chap-
ter on aligning the baseline logic are not easy going. At times, the reading will be
laborious. Sometimes it will even appear redundant because I want constantly to
reinforce important points that will help you use the baseline logic, in this chap-
ter and those that follow, to:

◉ Challenge the depth of my thinking
◉ Clarify my overriding question(s)
◉ Clarify your project’s objective(s)
◉ Articulate and generate benefits
◉ Communicate a measurable-results orientation
◉ Construct your methodology
◉ Define the magnitude of your proposed effort
◉ Identify your necessary qualifications
◉ Make better go/no-go decisions about deciding to bid
◉ Demonstrate your ability to address thoughtfully what—to me, anyway—is a
complex issue

These substantial benefits will accrue to you only after you have mastered the
concept of the baseline logic. Although mastery of anything is difficult, it’s
essential that you understand the baseline logic. Everything else in Part 1 of
this book (and a good deal in Part 2 and Part 3) depends on this understand-
ing, which provides the foundation you will need to win—to gain the additional
two to five points, as the preface suggests, that are often the difference between
winning and being a close second. So hang in there: I’m going to give you the
key that unlocks the mystery of thinking about and writing winning business
proposals.