Page 49 - Writing Winning Business Proposals

40 Writing Winning Business Proposals

1) List

3) Align 2) Expand

FIGURE 3.13 The process for aligning effects and benefits
FI GU RE 3. 1 3 T he pr oc ess f or aligning e ff ec ts and bene fi t s

Overriding Problem: An Ineffective Organizational Structure
Problem’s Effects Planning Benefits Implementation Benefits
(cell 2) (cell 6) (cell 6)
Low morale By using cross- Increased operational
functional teams effectiveness
during the planning
phase, better
communication
across functions

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FIGURE 3.14 The “list” step of aligning effects and benefitss
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he
“list
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Step 2: Expand
After listing the effects and benefits above, you can use the power of the baseline
logic to increase your depth of understanding of my probable situation by expand-
ing the listed items. To do so, you keep asking yourself, “What is the effect of this
effect?” “What is the effect of that new effect?” “What is the effect of this benefit?”
“What does or might it lead to?” As you examine column 1, you decide that lowered
morale could lead to higher turnover, which could lead to increased costs related to
hiring and training. As you examine column 2, you decide that a plan using cross-
functional teams could lead to increased teamwork across the organization. As you
examine column 3, you decide that increased operational effectiveness and customer
responsiveness could lead to lowered costs. Your expanded list looks like Figure 3.15.
Step 3: Align
Typically, the “expand” step takes you down the columns, as you continually
ask, “What is the effect of this effect?” and “What benefit would accrue from this