Page 51 - Writing Winning Business Proposals

42 Writing Winning Business Proposals

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FIGURE 3.16 The “align” step of aligning effects and benefitss
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When aligning right to left, from benefits to effects, you usually do not generate
new effects of the overriding problem. You generate what I call “lack of benefits.” They
are not the primary reason why I’m thinking about engaging you, but they might be
important aspects of my current situation, which involves more than just a problem
and its effects. It also includes a lack of benefits. That is, I want to reach S2 because
being there is inherently better, and I do not want to be at S1 because certain aspects of
that situation are not beneficial. The current situation is undesirable not only because