Glossary term
Win Theme
A repeated, evidence-backed message linking a customer need to a benefit only your solution provides.
A win theme connects three things: something the customer cares about, a feature of your approach, and the resulting benefit — supported by proof. "We have 20 years of experience" is not a win theme; it is a claim. "Our incumbent-independent transition plan removes the 90-day productivity gap this agency experienced in its last transition, demonstrated on three comparable moves" is one.
Categories
- proposal
- capture
Related terms
- DiscriminatorA capability that is meaningful to the customer and that competitors cannot credibly claim.
- GhostingHighlighting a competitor's weakness without naming them, by emphasizing the customer's need for a strength you hold.
- StoryboardA planning template capturing a proposal section's requirements, win themes, graphics, and key points before writing.