Everyone on the shortlist is reliable

Firms often invest hardest in the attribute that only earns them a place on the list, and treat the thing that actually decides the deal as an afterthought.

By Steve 4 min read
Abstract bridge artwork for Everyone on the shortlist is reliable

A pattern worth noticing: a business spends two years and real money getting demonstrably better at something, turnaround time, defect rate, uptime, responsiveness, can prove the improvement, puts it at the front of every proposal, and sees no movement in win rate or price. The improvement was genuine. The market simply didn’t pay for it. The usual explanation offered internally is that the message isn’t landing, so the marketing budget goes up. Occasionally that’s right. More often the attribute is doing exactly what it was always going to do: getting…

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Important: General information only. Rialto Bridge articles describe patterns and considerations that may apply to a business; they are not financial, legal, tax or accounting advice, and they take no account of your particular circumstances. Consider your own situation and seek advice from a qualified professional before acting.

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