Page 32 - Writing Winning Business Proposals

Understanding the Baseline Logic 23

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FIGURE 2.4 Projects with multiple objectivess
FI G U R E 2.4 P r ojec ts with multiple objec tiv e
unnecessary to achieve. If additional capacity is necessary, the second objective
needs to be addressed. Combination studies can have such decision points, which
occur after a former objective is achieved and before a subsequent one is addressed.
Based on my reading of the case, I don’t believe that ABC is expecting an
insight and planning study, and if I were the potential client at ABC, I’d be
surprised by a document that proposed one. I might even be suspicious, think-
ing that the consultants were trying to sell me more than I’d asked for. Of
course, the consultants could be correct in their assessment that I need both
insight and a plan. If that’s the case, however, they better convince me in our
discussions before submitting the proposal. If they don’t, my perception of my
desired result will not be aligned with theirs. Those who have had the great-
est success with me, both during the business-development process and while
conducting the actual project, have made certain that clear alignment exists
between my perception of my desired result or results and their own. This
alignment is one example of the mutual benefit that should occur during the
business-development process.