Information is just an observation or fact. Insight is the meaning behind it.

After 20+ years in the bid space, sitting on both sides of the table, information versus insight is a line I keep coming back to.

Here's why that difference is costing you more than you realise.

After 20+ years in the bid space, sitting on both sides of the table, information versus insight is a line I keep coming back to.

Anyone can list win themes in the meeting room, but how successfully does that translate into the delivered submission? The firms that win pull those themes apart and ask what will actually resonate with the client. Then they build their approach around how to execute and back it up with evidence.

With more complexity in the bid space, whether it's scrutiny from procurement teams, the need for value pricing models, or the ability to deliver innovative ways of working, your clients expect more from you as a trusted advisor than ever before.

Key checkpoints in any proposal you deliver.

There are several key checkpoints in any proposal you deliver.

Compliance.

That used to be enough on its own. Not anymore. If you pass, that's a stage, not a finish line.

Comprehension.

This is the biggest issue I see time and time again. Questions are often multi-part, and they don't get answered in full by the team.

Evidence.

In years gone by, including a case study was a differentiator. Now it's the norm, and there are gaps in how that evidence is portrayed. It's more than a case study or an experience laundry list.

The human element.

People buy people. So how are you telling your story of the team? This is a complex area because there isn't always time, but for a key client, pre-positioning gives you many opportunities to build a solid story.

So, some food for thought. I welcome your thoughts.