Page 29 - Writing Winning Business Proposals

20 Writing Winning Business Proposals

The Three Kinds of Current Situations,
Desired Results, and Objectives

As shown in the first row of the three boxes near the top of Figure 2.2, my cur-
rent situation can be one of only three conditions. These are the three possible S1
situations that can serve as a starting point for your efforts:

1. I and my organization don’t know if we should change because (a) we’re not
certain that we have a problem or (b) we sense that a problem exists but are unsure
of its nature, scope, or severity. That is, we lack insight about our situation.
2. We know we should change but we don’t know how, because although we do have
insight, we lack a plan to act on that insight.
3. We know we should change and we know how, but even though we do have insight
and we have a plan, we don’t have the time or resources to implement that plan.

In Figure 2.2, each of the three possible S1 conditions corresponds to one of
three desired results (the lowest row of three boxes near the bottom), and each

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