In today’s ultra-competitive bidding world, following the rules isn’t enough to win. With AI tools now writing compliant, well-structured responses at lightning speed, most bids are beginning to look and feel the same. They check all the boxes, meet the deadlines, and leave the decision-maker with little to differentiate one bid from another—except price.
So, how do you make your bids stand out? The answer lies in disruptive thinking. To win, you need to break free from the constraints of the brief, challenge assumptions, and uncover innovative solutions that others miss.
Why Disruption Matters
Bidding used to be a creative battlefield. Requirements were unclear, and the winner was often the team that best interpreted what the client wanted. Today, however, ITTs are meticulously crafted, and AI has made it easier than ever to produce polished responses. While this has levelled the playing field in some ways, it’s also created a new problem: homogeneity.
When everyone uses AI to deliver the same professional, polished bid, it’s no longer enough to comply. To win, you must disrupt the process, identify hidden opportunities, and deliver something your client didn’t even realise they needed.
The Power of Disruption in Action
Disruptive thinking has changed the game in every sector, and the lessons are clear for bid teams. Consider two well-known case studies:
1. Liverpool FC and Big Data
For decades, football teams relied on traditional scouting methods. Coaches and scouts assessed players based on subjective qualities—what they saw on the pitch. Then came Liverpool’s revolution. Using big data analytics, Liverpool FC began evaluating players based on statistics no one else was tracking, like pressing effectiveness and off-ball movements.
The result? A team built not on the apparent stars but on players who perfectly fit a system designed to dominate. By disrupting how football transfers were traditionally done, Liverpool won the Champions League in 2019 and the Premier League in 2020.
For bid teams, the lesson is clear: dig into the data. Look for trends, inefficiencies, and opportunities your competitors are missing. AI can help you identify patterns, but the real power lies in interpreting them creatively.
2. Brexit and Emotional Targeting
The Brexit referendum wasn’t just about politics—it was a masterclass in disruptive thinking. The Leave campaign used big data and AI-driven analytics to identify and target specific voter groups with emotionally resonant messages. While their opponents focused on logical arguments, the Leave campaign tapped into deeper fears and aspirations, driving unprecedented engagement.
This approach upended traditional campaign strategies. Instead of relying on broad messages, they delivered hyper-targeted ones that made individuals feel heard and understood.
Bidding means going beyond the apparent priorities stated in the ITT. Use data and research to uncover the client’s hidden needs and emotional drivers. What keeps their decision-makers awake at night? What does success look like to them personally? Addressing these unspoken concerns can make your bid unforgettable.
The Principles of Disruptive Bidding
So, how can your team think disruptively and apply these principles to bidding? Here are four actionable steps:
1. Question Everything
Disruption starts with asking, “Why?” Why has the client framed the problem this way? Why do they think this is the right solution? And most importantly, what if there’s a better way?
Most ITTs are written to solve a surface-level problem, but systemic challenges and opportunities lie beneath that. By questioning the brief, you can propose solutions that go beyond what the client has asked for and deliver what they need.
2. Uncover Hidden Needs
Clients don’t consistently articulate their true priorities. While they might focus on cost savings in their ITT, their real challenge could be reducing operational inefficiencies or improving employee satisfaction.
To uncover these hidden needs, invest in the capture phase. Speak to stakeholders, use psychometric insights to understand decision-makers, and dig into the data. Tools like AI can help analyse client histories and identify patterns, but your team’s creativity will turn those insights into actionable ideas.
3. Think Beyond Price
Disruptive bids rarely win on cost alone. Instead, they deliver value in unexpected ways. A logistics company once won a container-handling contract by proposing robotic automation—a more expensive upfront solution that saved the client millions in the long term.
AI can help you model these scenarios and provide data-driven justifications for innovative solutions. But creativity—connecting the dots and reimagining what’s possible—seals the deal.
4. Tell a Better Story
Even the best ideas can fall flat if they’re not communicated effectively. In a world where AI generates polished prose for everyone, storytelling becomes your competitive advantage. A great story does more than explain—it inspires, builds trust, and connects emotionally.
The Future of Bidding: Balancing AI and Creativity
AI is an incredible tool, but it’s just that—a tool. Used well, it can free your team to focus on high-value activities like strategy, research, and innovation. Used poorly, it can lead to generic, uninspired bids that blend into the crowd.
The key is balance. Let AI handle the routine tasks, like formatting and compliance checks, while your team focuses on what machines can’t do: building relationships, challenging assumptions, and crafting creative solutions.
Why Work with Enable?
At Enable, we understand the challenges of modern bidding. Our services are designed to help you think disruptively, combine AI efficiency with human ingenuity, and deliver bids that truly stand out.
📈With expertise in:
- Capture: Uncover your client’s hidden needs and position yourself as the obvious choice.
- People: Build a team that’s not just compliant but innovative and memorable.
- Process: Streamline your processes and integrate AI tools effectively.
Ready to improve your PWin? Contact Us to learn how we can help you disrupt, innovate, and win.
Don’t just follow the brief—redefine it.