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marketing tools
concrete writing and, 76–77
proposals as, 16–17
Max Planck Institute for Human Development, 22–27
message, in persuasion, 38–39
metrics, win/loss analysis, 189–191
metrics of proposals, 206–210
business results and, 189–191, 207–209
customer satisfaction and, 210
implementing, 210
technical results and, 209–210
minimalist criteria in decision making, 25
modifiers, squinting, 218
Moore, Geoffrey, 61
Myers-Briggs Type Indicator (MBTI), 57–58
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