Every proposal is written from scratch. Most of the work is one of four jobs.

Productising a service almost always starts with delivery. In most firms the expensive customisation is sitting somewhere else, and it is cheaper to fix.

By Steve 4 min read
Abstract bridge artwork for Every proposal is written from scratch. Most of the work is one of four jobs.

When a service business decides to productise, the conversation goes almost immediately to delivery: standard methodologies, fixed deliverables, templates for the work itself. Meanwhile every proposal that sells that work is still being written from a blank page, by whoever happened to take the call, at a price they arrived at on their own. The delivery side is often the part that has quietly standardised already. The front end is where the bespoke has survived, and it is the more expensive place for it to live. Count the shapes, not…

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