Kudos to SMPS Boston for its helpful blog posts and peppy reminders of practical information when it comes to marketing and business development for architects and engineers. One recent post was titled 12 Tips for Powerful Proposals. An excellent check list to keep in mind every time you write a proposal.
I liked the second tip best...."Remember that the selection team is often not looking to choose a winner -- instead, they are looking to eliminate weaker proposals. Don't give them a reason to eliminate yours! Be sure to address all of the requirements in the RFQ/P."
So, while you have to aim high and be creative in your proposal to get attention, beware of not anchoring your planning and design innovations with detailed answers to the more prosaic questions.