Win Theme

A win theme is a concise, compelling message that communicates why your organization is the best choice for a particular contract. Win themes are developed during capture planning and woven throughout every section of the proposal to create a consistent, persuasive narrative.

Effective win themes are specific, differentiating, and customer-focused. They go beyond generic claims like 'we have experienced staff' to make concrete, evidence-backed assertions such as 'Our team reduced processing time by 40% on a comparable project at Agency X.'

Win themes should address the evaluator's key concerns and highlight your unique strengths relative to the competition. They are typically developed around discriminators — factors that set your solution apart — and ghost themes — messages that subtly highlight competitors' weaknesses without naming them directly.