Don't Conform

During a speech recently one of the attendees talked about his 70% strike rate when tendering for business. Naturally, being curious person that I am, I had to know more.
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He said whenever he had a tender document come into his business he always responded in 2 ways. Firstly he would do a conforming brief which conformed specifically to the brief. Secondly they always submitted a non-conforming brief. Not based on price or efficiences, or specifically to the brief but a non-conforming idea that was perfectly suited as a solution to the problem and in their mind would be the best way to approach the job. He said based on the conforming and non-conforming tender process they had a strike rate of 7 out of 10 which in any man’s language in tendering is outstanding!