278 hemispheric differentiation, 113 heuristics, 58­61, 63 honesty, 239, 240 hostility, defusing, 241 How to Measure Anything (Douglas Hub- bard), 66 Hubbard, Douglas, 66 INDEX mechanics, editing for, 213, 223 Mehrabian, Albert, 236 metrics, for proposal process, 253 Microsoft Word, 214­215, 218 minimalist criteria, 60 mock evaluations, 200 Myers-Briggs Type Indicator (MBTI), 78­83 National Aeronautics and Space Agency, 179 needs of customers in client-centered messages, 42­48 in letter proposals, 127­128 linking solutions to, 164­166 in NOSE pattern, 30­31 redefining, 54­56 negative experiences, 273­274 negative publicity, 270­275 negative value proposition strategies, 68 nervousness, 237­238 no bid decisions, 193­194, 269 nondisclosure agreements, 144 NOSE pattern, 25­38 elements of, 30­36 and evaluative writing, 27­29 and informative writing, 26­27 IBM, 59 IDIQ (Indefinite Duration, Indefinite Quantity) RFPs, 177 illustrations, 85 impact, 74, 238­239 impersonal proposals, 18 improvements to proposal process, 242­253 and customer communication, 242­244 incorporating, 244­246 from internal reviews, 244 measuring results of, 246­253 metrics for, 253 Indefinite Duration, Indefinite Quantity (IDIQ), 177 individual goals, 52­53 informative writing, 26­27 informed audiences, 88 intellectual capital, 70 interest, readability and, 216