Today I was told a great consulting proposal should be made up of 70% questions and 30% answers. While it’s a rough guide, it’s surprising. Writing a proposal is a response to a set of problems you have been tasked with solving, yet this suggests questions are equally, if not more, valuable than answers.
Often we think we must have the answers to be credible, but it’s not a realistic expectation. Knowing what the right questions to ask is a long term career, mostly because nobody knows the correct answer to every question.