This session introduces a strategic framework for crafting compelling and compliant win themes that resonate with evaluators and clearly communicate value in federal proposals. Using a “WIN Theme Formula,” attendees will learn how to identify customer hot buttons, align discriminators to evaluation criteria, and weave win themes consistently throughout proposal sections. Designed for proposal professionals at all experience levels, this session breaks down the process into a repeatable, easy-to-apply method that improves clarity, compliance, and competitiveness. Participants will leave with actionable techniques to elevate the persuasive power of their proposals.