CHAPTER 2Understanding the Baseline Logic

A lot of people (and I’m one of them) think that too many proposals try to make the simple complex, when in fact what I and many other buyers want them to do is to make the complex simple. So let me simplify what proposals do, or at least what I’d like them to do from my potential client’s perspective. Let’s concentrate on just three things (which, we’ll see in Chapter 3, are related to three of the generic structure slots—SITUATION, OBJECTIVES, and BENEFITS). Figure 2.1 depicts your proposed project (with examples from the ABC case) in a nutshell.

In the beginning is my organization, which is in a condition, a current “state of health,” a current situation—call it S1. This current situation is what is ...

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