Page 50 - Writing Winning Business Proposals

Aligning the Baseline Logic 41

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F FIGURE 3.15 The “expand” step of aligning effects and benefitsts
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benefit?” For the “align” step, you move across the columns, in both directions.
In moving left to right: For every effect in column 1, you want to include a related
benefit in column 2 and/or column 3. In moving right to left: For every benefit in
column 2 or 3, you want to include an effect in column 1.
Let’s move left to right, first by aligning effects with benefits and then by aligning
planning benefits with implementation benefits. If your project involves imple-
mentation, many of your potential implementation benefits are the converse of the
overriding problem’s effects. If an overriding problem’s effect is decreasing market
share, once the overriding problem is solved, as it would be in an Implementation
Project, a likely implementation benefit would be maintained or increased market
share (or at least the deceleration of share loss). At the top of Figure 3.16, note the
two (horizontal) alignments between effects and implementation benefits as well as
the two alignments between planning benefits and implementation benefits.
Now let’s move right to left, identifying planning and/or implementation ben-
efits that are not aligned with effects. If subsequent to implementation, my firm
has increased teamwork across functions, it’s possible that my current situation is
characterized by less teamwork. If subsequent to implementation, my firm has
more shared knowledge because of fewer functional silos, it’s possible that my cur-
rent situation is characterized by less shared knowledge because of larger or more
numerous functional silos. On the bottom of Figure 3.16, note these two align-
ments (dashed arrows), between implementation benefits and effects.