“Win Theme” is one of the most oft used terms I encounter in proposal management. In project kick-off meetings team members usually nod their heads fervently when we mention win themes, alluding to a common and clear understanding.
Recently, someone on a bid team we were managing had the courage to ask me what exactly a win theme was. It seemed a simple question but I thought it would be interesting to ask each of the team members for their definition of win themes and why they were important.
I was surprised by the variety and disparity of the answers. This helped reaffirm my belief that a common understanding for the seemingly simple elements within the proposal development process should never be assumed.
With this in mind, I thought it would be useful to outline what I think is good definition of win theme and why they are important to the bid process.
Defining the term Win-Theme
A win theme can be defined as a “central idea that is able to be substantiated”. They are the core elements that underpin how competitive and compelling your proposal is. Win themes are the specific features, benefits and discriminators of a proposal, such as:
• High quality
• Proven solution
• Low cost
• Low risk
• Innovation.
Effective proposals usually have no more than one or two win themes that are focused on what customer’s value most highly.
Why Win-Themes are Important
Win themes address one the most critical evaluation question: “Why should we select your business?” Well-articulated and aligned win-themes capture the attention of evaluators by providing clear and compelling support for your solution. They highlight the features and customer benefits of your proposal, distinguish you from the competition. With appropriate substantiation, win-themes eliminate doubt, confusion and scepticism. They make your proposal is easier to understand, appreciate, evaluate and select as the preferred solution.
You may have a different definition to the above and an alternative take on the importance of win themes. If so, I would love to hear it. Whatever the case, I suggest you always ensure that your bid team agrees a common understanding before they launch into the process of win-theme identification and development.