1. Capture the Big Idea Illustrate the major forces at play Worksheet
Proposal Writing Workshop > Writing the story
Capture the Big Idea
Worksheet
Identify the proposal’s Big Idea and capture it in a headline.
Illustrate the major forces at play
Articulate up to three major forces affecting the client. These could be big, high-level shifts, trends in the industry or
important conditions internal to the client’s own business. 01 02 03
For each force, choose one piece of evidence, such as a statistic, statement or other data point, and illustrate its veracity in ways most meaningful to the client.
Input here… 01 02 03

2. Describe what’s required to succeed
Proposal Writing Workshop > Writing the story
Summarize the impact
Worksheet
Summarize how each force is affecting the client. For each shift that the client is experiencing, start with an impactful and short statement that supports the client’s case for change: Shift 1 is creating Challenge / Opportunity 1, etc. 01 02 03
Describe what’s required to succeed
Summarize what’s required to win in this new reality. If we believe the client faces a challenge, or has said so themselves, call it out here. Describe each corresponding success factor. Think in terms of advantages the client might not have currently, but will enjoy at the successful conclusion of the project.

3. Share your ambition for the client
Proposal Writing Workshop > Writing the story
Share your ambition for the client
Worksheet
Articulate our boldest vision for what is possible for the client. Be specific and paint a clear picture of the success the client can expect if they partner with us. Acknowledge what goals the client already has in mind for themselves. If our own ambition for the client is even greater, clearly state that. Our bold ambition will differentiate us from our competitors. Describe the value in the greatest possible terms, qualitatively or quantitatively.
Choose a data point that demonstrates this future is possible.

4. Clearly differentiate your company
Proposal Writing Workshop > Writing the story
Outline our solution
Worksheet
Identify up to three actions the client can take alongside your company to realize this future. These actions should add up to your recommended solution. 01 02 03
Clearly differentiate your company
Based on the actions that you identified, articulate at least one company point of difference in delivering this part of the solution. Focus on specific ways you will partner with the client and what access, capabilities and expertise you will bring to the table that no one else can. 01 02 03
For each differentiator you articulated, provide one piece of evidence that demonstrates how you can deliver on this idea. 01 02 03