- Impact - overall aims - outcomes
- Impact upon - specific aims - outcomes
- How - objectives - outputs
How are you going to achieve those aims? What are you going to do? Why are you going to do it?
SPECIFIC: Details exactly what needs to be done
Is it achievable? resources, scope and scale are within your capabilities or capacity
TIME BOUND: Clear about aims - target times
- Use words from your brief
- Justify the need for your proposal
- Who needs it?
- Why do they need it?
- Don't make empty statements
DESCRIBE YOUR AUDIENCE:
- locations
- lifestyle
- which industry?
DESCRIBE YOUR MOTIVATIONS:
- what are your goals?
- what are your ambitions?
WHAT ARE YOUR VALUES:
- political standpoint
- environmental concerns
- social factors
- economic factors
- creative concerns
Consider the reader: make your proposal easy to read, appropriate tone, not repeating yourself
Eliminate vagueness: knowing the reader, be specific
Visualise the ending: begin with your vision with the ending in mind
Assume nothing: the reader knows nothing about you, your skills or the context of your practice, explain everything!
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