Remember The Business Case

Here’s a great line I got in an email from a customer.  We were talking about how to create a better style of Proposal generation for a breakthrough new product of theirs.

“…we can often win without a perfect [business] case. That said, a good case never lost a sale, and a weak case has often lost a strong opportunity.”

Something to bear in mind when you know you can save someone time or money, but never quite get around to precisely documenting where and by how much, or why only your USPs can make it happen.