Chapter 3
GETTING YOURMESSAGE ACROSS
Technical Proposals for Every Reader
GOLDEN RULE:
The audience, not the author, drives the design.
No matter how advanced or cutting edge a technology may be, it doesn’t communicate itself, and, if poorly communicated, it may be rejected for that reason alone. In fact, our assessments of proposals ranging from mediocre to superior tell us that well-communicated, good technology will usually be chosen over poorly communicated, great technology, as long as the price is acceptable. There are two reasons for this: First, the message simply gets through more effectively, giving the customer understandable and substantive reasons to want that technology. Second, all the customer truly understands about the so-called ...
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