The narrative spine and the artefacts that carry it into the response.

What it holds

• Storyline in order, from problem through approach to outcome.
• Named artefacts. Diagrams, plans, case evidence and pricing exhibits.
• Brand voice rules for the pursuit.

Sources. Win statement · Neptune North brand standard

• Win statement and themesThe single reason to choose us, broken into three to five provable themes.
• Discriminators and ghostsWhat only we can say and the weaknesses we set against the competitor set.