Are your proposals fit for purpose?

I hope not.

"Fit for purpose" is a dreadful phrase that screams mediocrity and belies a complete lack of aspiration.

It says "just get the job done, don't try and do more than you have to".

"Fit for purpose" is the war cry of those who don't want to do better.

It's OK to not want something over-engineered, but why not request and engineer the best possible within your constraints?

When you write a proposal, do you use "fit for purpose" as a winning strategy? Or indeed as one of your win themes?

When trying to win work we need to try our best, to excel, to rise far above "fit for purpose".

Everyone can produce a product "fit for purpose". What can you do to add something extra?

Yes, there is a financial cost to doing more than the bare minimum. But how many successful businesses are surviving because they aim to be fit for a King, not just fit for purpose.

If you compete only on price, remember that one day, someone will start doing the same "fit for purpose" thing you do for less.

Go beyond the minimum and demonstrate the value of being better.