. . . feel my feelings . . .
What does your customer care about? What matters? If your proposal is being reviewed by a gatekeeper, someone who performs a quick, initial screen of all submissions with the goal of eliminating those that are not appropriate, that person is looking for reasons to disqualify or reject proposals. Of course, the reasons have to be “safe” and defensible, so gatekeepers typically look for a failure to comply with requirements, or for a lack of fit with engineering, legal, or contractual specifications.
If the decision maker or recommender is a hands-on user of your product or service, that person is probably most concerned with the reliability, user-friendliness, and productivity of what you’re offering. The person wants ...
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