When you are trying to win a piece of work that matters, it is easy to believe the decision comes down to the price. You work out a number, you send it across, and you wait to find out whether it landed on the right side of what the client had in mind.

Price matters. But it is rarely the whole story, and when the work is worth winning, it is often not even the main part of it.

I named my main way of working "In Your Corner," and people often ask what that actually means in practice. Here's the honest version.