If you’re reading this then chances are your proposals are under-performing and you don’t know why. As designers we dislike writing proposals. We worry about all sorts of things: Am I too expensive? Am I too cheap, too eager, too slow to respond, have I understood the client, do I even know if I can provide real value…? The list is endless. But you might be surprised to hear that most proposals don’t fail because they're priced to high, too low or look like they were thrown together in Word. Most proposals fail because they...