Creating Demand: How Oversubscribed Inspires Better Proposal Strategy

Oversubscribed by Daniel Priestley has been on my reading list for a while, and when I finally sat down to read it, I was surprised by how much it resonated with my experience in proposals.

It’s not just a book about business growth; it’s about focus, confidence, and creating demand—exactly what proposal teams need in 2025. Here are the key takeaways and how we can directly apply them to AEC marketing and proposal strategy.

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1. Scarcity Creates Value

One of the book’s core ideas is that when something is hard to get, it becomes more desirable. If you send proposals to every RFP that comes your way, clients may see you as just another option instead of the best-fit solution.

What this means for proposal teams:

• Say no to poor-fit opportunities.

• Focus on pursuits where your team aligns with the client’s needs.

• Prioritize quality over quantity.

A strategic focus helps protect your team’s energy and elevates your firm’s reputation.

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2. Build Excitement Before the RFP

Another valuable lesson from Oversubscribed is that the most successful launches feel like major events. Think of blockbuster movies or product reveals that build momentum before their release.

For AEC proposals, this means:

• Start client conversations early.

• Deliver value before the RFQ arrives.

• Use storytelling and visuals to capture attention.

Proposals should not be the clients' first encounter with your firm’s personality, experience, and insights.

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3. Don’t Just Respond—Position

Clients do not merely compare technical qualifications; they choose who they wish to work with. This means that every interaction should position your team as:

• A trusted advisor

• A responsive communicator

• A well-aligned partner who understands the real problem to be solved

Winning work is not about availability; it’s about relevance and resonance.

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Final Thoughts

Oversubscribed reinforced something I’ve always believed:

• Proposals aren’t just about compliance—they’re about connection.

• The most successful firms don’t hustle harder—they focus smarter.

• Growth starts with clarity, not just more tasks on the calendar.

This year, I’m choosing:

• Fewer pursuits

• Better content

• More intention

Because that’s where the real wins lie.

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