Clear thinking

Learn how to improve your proposals and win more business.


Making bid/no-bid decisions

 April 2, 2019
by Paul Heron

Many companies have unresolved tension between those who want to respond to more bid opportunities and those who want to focus on fewer bids and aim for a higher win percentage.

Bid more, even if success rate drops?

Sales teams responsible for filtering opportunities and preparing bids typically want to bid only on RFPs where they see a high probability of success. For them, building client relationships seems a better use of time than writing long shot bid proposals.

Higher-ups may see a high win rate as indicating the company should be bidding on more opportunities—even at the cost of losing more often.

While it makes sense only to bid on winnable projects, setting the bid/no-bid boundary can be tricky.

Challenges in finding middle ground

As with many disagreements, the ideal solution lies somewhere in the middle. Sales teams may be best positioned to gauge the chances of winning a given opportunity—but there’s usually a lot of territory between sure winners and no hopers.

Many variables—including whether the team is making budget, the number of new prospects competing for attention, and the availability of resource—can influence the team’s thinking on any given bid.

Corporate leaders, on the other hand, are focused on company-wide growth and profitability, and they may be less sensitive to the added pressure that preparing more bid responses puts on their sales teams.

Partial solution: Bid more efficiently

One approach to this issue is to reduce the effort needed to bid without compromising quality. Assuming bid teams have an incentive to win more business, an easier process should result in a higher RFP response rate.

Companies pursue bid efficiency with investments in processes, structure, technology and knowledge management. In future posts we’ll look at ways you can invest to work less and win more bids.

Despite these improvements, the tension around whether to bid will remain, unless you take another step.

Formalize your bid / no-bid decision

Equally important as efficient proposal writing is a process for efficiently deciding whether to bid.

Making the bid/no-bid criteria and decision transparent and shareable not only helps resolve tension around this issue—it also provides a baseline for evaluating success against your predictive score, so you can review your success and adjust going forward.

Coming posts will cover bid/no-bid criteria and a decision making format.


Need help with your bid/no-bid process?

Contact Complex2Clear


Photo credit

Paul Heron, MBA, is the founder and managing partner of Complex2Clear, and leads our bid response practice. LinkedIn 




Writing clearer narratives

 March 26, 2019
by Paul Heron

Proposals are often the only strategic, outward-facing documents for which companies rely on non-writers. That’s because proposal writing requires technical expertise and, although some subject matter experts (SMEs) are fine writers, many are not.

Copyediting will correct flawed writing, but often gets crowded out by deadlines and budget constraints. For that reason, we recommend working to improve SMEs’ ability and comfort when drafting narratives.

Begin this process by fostering the following writing habits:

1. Client focus

Proposals are selling documents—and selling is all about the prospect. Here are some ways to demonstrate client focus:

  • Show understanding: Proposal evaluators frequently complain about vendors who launch into describing their solutions without first showing they understand the requirements. Showcase your understanding by citing requirements and how key solution features will address them.
  • Explain trade-offs: Whenever you choose one option over others in developing a solution, show how each trade-off improves alignment with one or more of the specific requirements and goals.
  • Remember WIIFM: Evaluators are always asking: What’s in it for me? Subject your content to the same question. If it’s not clear why your prospect should care about a paragraph of content, ask yourself if you need it. Remember, your aim is to explain and persuade, not to fill pages.

2. Rely on facts not fluff

When writing about your company’s history, performance and experience, use facts to make the case. Descriptors such as “world-class,” “a leading provider of,” “one of the best,” etc. are empty claims that will get you no points. Instead, state your case using facts.

3. Write in the active voice

Active voice writing is stronger and more persuasive than passive voice. It should be used by default in proposal writing. In the active voice, it’s clear who is doing what. For example:

  • Passive: Safety Committee meetings will be held every week.
  • Active: The Safety Committee will meet weekly.

This link provides more examples and ways to spot the passive voice.

Use the passive voice where:

  • A process performs the action: “Effluent is piped to the digester and treated with enzymes.”
  • Who carries out the action is unimportant: “If you do not perform this maintenance monthly, your warranty will be cancelled.”

NOTE: In some situations, a bid team will purposefully use passive voice to avoid making commitments that could limit flexibility in future contract negotiations. If your company employs this strategy, communicate it to your SMEs and/or use copyediting to manage commitments.

4. Use plain language

People typically use more complex words and longer sentences when writing than speaking—either unconsciously or because they believe it sounds more authoritative. The goal should be to write as plainly as possible, considering the subject matter and audience.

Evaluators scan and score proposals, rather than reading them closely. Write for fast, easy reading by:

  • Avoiding wordiness and unnecessarily complex phrases and verb forms
  • Using simple sentences and short paragraphs
  • Managing jargon and acronyms carefully: Jargon is useful as insider shorthand, for example among aircraft cockpit crew. But some proposal evaluators may not be technical experts, so use it sparingly. Redefine unfamiliar acronyms the first time you use them in a section. Where appropriate, use a nickname (“the Committee” or “the Project”) instead of an acronym.

The U.S. Plain Language Guidelines, source of the above links, are an excellent guide for proposal writing. They make great first time or refresher reading for any writer serious about his or her craft.

It takes a strategy

Wordy, ambiguous writing often signals a lack of knowledge. Habit 1: Client focus is only achievable when writers are armed with a win strategy before they begin. Start with this post on proposal strategy basics, and then scan our blog Index under the column headings U and S to learn more.

Making good habits stick

All this is easier to say (or write about) than to do. Aim to gradually improve the level of writing over time, rather than expecting immediate changes in habits developed over years or decades.


Need help writing powerful proposals?

Contact Complex2Clear



Photo credit

Paul Heron, MBA, is the founder and managing partner of Complex2Clear, and leads our bid response practice. LinkedIn 




Writing effective callouts

 March 19, 2019
by Paul Heron

Callouts are short text strings set in an eye-catching font and/or colour block designed to draw attention. Proposal teams use the attention-grabbing power of callouts to ensure evaluators note and remember key messages. This post explains how to use callouts to greatest effect.

How to write strong callouts

Effective callouts are:

  • Brief: Limit callouts to 15 words or less. Editing a callout to this length is hard work, but brief callouts are more likely to get read and remembered.
  • Benefits-focussed: How does the feature you’re emphasizing benefit your prospect? Even if the benefit is obvious, state it in the callout.
  • Responsive: Address your prospect’s known hot button issues to ensure callouts resonate with evaluators.
  • Unique: Reserve callouts for claims other vendors can’t match. This means focussing on narrow features and benefits—but in a close competition, evaluators need only remember one or two things about a section to lift your score above the others.
  • Factual: Use facts, not empty claims in callouts. This is standard advice for all proposal content—but especially true here.
  • Specific: Make callouts more powerful by adding specifics. Instead of: “Our process will reduce costs by 30%,” consider, “Reduce current cycle time by 42% and labour costs by 30%.”

Define and use a callout style

Define a callout style that attracts attention and works with your proposal template. In MS Word, you can use a combination of the following options:

  • Type attributes— font, size, bold, italic, colour
  • Border—boxed, rule above and/or below and/or to the right and/or left
  • Shading—tint the text block containing the callout

Style and place callouts consistently

Because evaluators typically scan proposals quickly, consider using callouts in the same style and location(s) on each page. This, plus persuasive writing, increases the chance evaluators will see them as reliable summaries of your sales arguments.

Position your offer to win

Remember, the goal is to differentiate your offer in ways that matter to your prospect. That’s what the attributes described above aim to accomplish.

Will every callout include all six desired attributes? Likely not—but even if you manage three or four, you’ll be on your way to submitting stronger proposals.




Need help making your proposals stand out?

Contact Complex2Clear


Photo credit

Paul Heron, MBA, is the founder and managing partner of Complex2Clear, and leads our bid response practice. LinkedIn 




How to write selling captions

 March 12, 2019
by Paul Heron

Most proposal teams use graphics (photos, illustrations, charts, graphs, etc.) to avoid endless “walls of text” in their proposals. Graphics add interest—but they only have selling power when accompanied by strong captions.

Think about how you read a magazine

Do you go straight to an article and start reading? Or do you flip the pages, scanning images before beginning to read?  Most people are flippers. And evaluators are no different. When asked, they confirm that—just like everyone else—their eyes are drawn to images when reading proposals.

So let’s tap into this tendency and get maximum benefit from evaluators' first impressions of your proposals.

Putting graphics to work

Captions can turn graphics from mere decorations into powerful selling tools that help you win. But not every caption has equal value. Consider a safety meeting photo. Here are your four caption options:

  • No caption: The graphic just sits there on the page. Evaluators must decide for themselves what it shows and what—if any—message it conveys.
  • Label: “Daily safety meeting.” Now evaluators know it’s a safety meeting, but they still need to decide why it’s important—including whether your team even uses them.
  • Descriptive: “We conduct a 10-minute safety meeting for all staff at the start of each shift.” From this caption, evaluators may infer that these 10-minute sessions have value—or they may not.
  • Benefits-focussed: “Our ISO-compliant safety program has delivered a perfect no-lost time accident record at all construction sites over the past 3 years. We will implement our program for this Project.” This caption delivers a tangible benefit—peace of mind and reduced liability—as a result of your safety program.

Notice how a caption focussed on benefits takes an eye-catching, but otherwise passive photo, and turns it into a reason to select your company over others with weaker safety records.

Graphs and charts need captions too

Presenting data graphically is a great idea—but only if an evaluator can grasp the underlying message within a few seconds. Otherwise, he or she will just move on. For that reason, caption every graph and chart with the message and benefit it conveys.

A Gantt chart of your implementation schedule, for example, could include the following caption: “Our on-time delivery schedule is based on the same completion estimates used to deliver 11 similar projects on-time and on-budget in the past 3 years.”

Write compactly, but don’t worry about a caption that runs to 20 words or more. Once you have the evaluator’s attention, be sure to make your case.

Get bid evaluators leaning in early

Bid evaluators have the job of reading and scoring your proposal. For them this is work. If you get them leaning in with strong graphics and benefits-laden captions in those critical first few minutes, you’ll be well on your way to a strong technical score.


Need help making your proposals stronger?

Contact Complex2Clear


Photo credit

Paul Heron, MBA, is the founder and managing partner of Complex2Clear, and leads our bid response practice. LinkedIn 




List editing tips

 March 5, 2019
by Paul Heron

Evaluators tend to skim RFP responses, rather than reading them carefully. For this reason, lists are an excellent way to ensure important information is easy for evaluators to find and score.

When creating lists, or copyediting lists created by content developers, use the following ideas to maximize impact.

1. Confine lists to like items

Lists should only contain like items. For example, limit a list of benefits to benefits, daily tasks to daily tasks, etc. This may seem self-evident, but drafters will often include features in a benefits list or explain the reasons for one or more tasks in a task list—simply because they don’t know where else to put the information.

The information may belong in the proposal—just not in the list. Alternatively, the item may be rewritten to fit the list. For example, rather than remove a feature from a benefits list, add the benefit the feature conveys, if it is not already included.

2. Use parallel structure

Begin every list with the same part of speech (verb, noun, adjective, adverb). Of all forms, verbs are the strongest. Where possible, rewrite list items to begin with a verb, as in the example below:

Nouns used to begin items (weak) Verbs used to begin items (stronger)
Weekly Maintenance Weekly Maintenance
Filter inspection Inspect all filters
Bearing lubrication Grease all bearings
Sewer flushing Flush sewers
Blockage response Correct any blockages
Manpower scheduling Schedule manpower

3. In the setup paragraph, place the list descriptor last

To make evaluation easier, organize the introductory paragraph so the list name immediately precedes the list. See the following options for introducing a list of request types:

  • CONFUSING: Our maintenance team will respond to the following request types within 24 hours, if our help desk receives a request between 8:00 a.m. and 5:00 p.m. EST Monday to Friday:
  • BETTER: If our help desk receives a request between 8:00 a.m. and 5:00 p.m. EST Monday to Friday, our maintenance team will respond within 24 hours to the following request types:

4. Keep nesting to a minimum

Avoid multiple levels of sub bullets within lists, to reduce complexity

5. Use bullets unless numbers are required

Order list items in declining order of importance and use bullets to separate items. Use numbers only where they serve a purpose—for example, to mirror the RFP structure, to indicate a sequence of process steps, or when you will refer to the items by number in the surrounding narrative.

6. Use display lists for emphasis

Consider setting very important lists in display type with check marks or some other symbol to introduce each item. Another option for achieving emphasis is to combine a list with a photograph or illustration to create a graphic. These ideas work best when each list item contains few words.

7. Don’t overuse lists

Some content writers use bulleted lists to separate thoughts better structured as sentences in one or more paragraphs. This is a mistake. Overuse of lists diminishes their impact and usefulness to evaluators.

Instead, confine your use of lists to items required for compliance, or to highlight benefits and highlight alignment with the prospect’s needs and hot button issues. As a rule, use lists only to set out five or more items.


Need help organizing and editing proposal content?

Contact Complex2Clear



Photo credit

Paul Heron, MBA, is the founder and managing partner of Complex2Clear, and leads our bid response practice. LinkedIn 




Standardizing visuals

 February 26, 2019
by Paul Heron

Recently we’ve focused on the benefits of standardizing proposal content. Standardized content can improve both quality and efficiency.

Standardization is not an invitation to simply cut-and-paste content. Every proposal still needs to show you understand the prospect and the project; that you have a solution that addresses the requirements—and that your team can execute. 

The three posts on this topic covered:

This week’s post looks at standardizing graphic elements. Many proposals employ graphics (mainly photos) as decoration or to fill otherwise empty space. In fact, because evaluators are drawn to strong visuals and read captions, it makes sense to visualize your most important messages.

Here are some examples.

Show responsiveness

Use a table to show you understand and will respond to the prospect’s strategic drivers and hot button issues. Populate the requirements column from the RFP and your knowledge of the prospect’s hot button issues, and the proof column from how your response will satisfy each item. Consider using this format as part of your executive summary.

Show your process

Visualize your process with a high-level illustration. Use the caption to stress advantages (e.g. time to market, reliability, risk reduction, etc.). A graphic artist can develop a diagram like the one below for about $200, and you can use it many times. When commissioning the graphic, plan to put project-specific detail in the caption, not in the graphic itself to make reuse easier.

Make your solution easy to understand

Use a structure (see below) to walk evaluators through your proposed solution. Keep the description high-level, using one or two sentences or bullet points for each cell, to help non-technical evaluators can understand it. If the RFP requires a detailed solution description, expand the cell contents—or put the detailed version in an appendix so you don’t lose the attention of senior-level reviewers.

Make comparisons

Use a table to ghost other vendors’ weaknesses. This demonstrates an understanding of key success factors while positioning your team against competitors. You can use a similar format to compare technologies, approaches or other aspects of your response and to differentiate your team and solution from your competitors.

Caption your graphics

Be sure to include captions with graphics—don’t leave it to the evaluators to figure out your intended message. Use the caption to connect a standardized graphic to the specifics of the prospect and RFP project.

Develop standards and build a library

Graphic standards make it easier to re-purpose graphics. Select a small colour palette compatible with your company’s logo or word mark and decide on other style components (e.g. line weights and a label font) for use in all graphics.

Build a graphics library on your shared server to enable proposal teams to easily find artwork from previous proposals.

Work smart. Win more.

Standardization—whether in written content or graphics—offers high returns for the thinking and designer costs involved. Professional-looking graphics and structured formats will reduce proposal development effort while increasing evaluator engagement and success rates.

Need help developing standardized graphics?

Contact Complex2Clear


Photo credit

Paul Heron, MBA, is the founder and managing partner of Complex2Clear, and leads our bid response practice. LinkedIn 




Plans and approach sections

 February 19, 2019
by Paul Heron

Earlier this month we covered the benefits of standardized proposal content and how to apply standardization to proposal resumes and project sheets. The idea is not simply to cut-and-paste sections from previous proposals—but to take advantage of inherent similarities in requirements from one response to the next.

This week we’ll look at plans and approach sections.

Standardizing plans

Every RFP calls for one or more plans. Examples include implementation plans, solution plans, staffing plans, stakeholder communication plans, environmental plans, quality plans, safety plans—the list is long. Potential ways to standardize include:

Templates: Quality, safety, environmental, communications, transition and similar plans lend themselves to templates you can reuse and tailor to each prospect and project. As an example, for implementation, one IT company uses a templated plan with a custom section showing understanding of the project-specific challenges, followed by a Gantt chart and sections on governance, training, stakeholder management, etc. Each of these sections requires some customization—but contains mainly company approved content.

Structure: Solution plans in most cases need to be highly customized to the project and prospect. In this case use a standard client-friendly structure to guide your efforts. For example:

Paint a picture of your plan in action, addressing known hot button issues

Present the plan in a structured format, such as a three-column table

  • Column 1: WHAT—Name of the step (stage or phase)
  • Column 2: HOW—What will be done, and by whom
  • Column 3: OUTCOME—Resulting milestone or client benefit

Provide proof your company and team have successfully executed a similar plan

Information architecture: For large, complex responses, proposal teams typically write all content from scratch. This is especially true where multiple companies are responding as a joint venture team. In these cases, you can still benefit from taking a standard approach to organizing sections.

This content-agnostic approach uses prompts to structure responses as follows:

  • Concepts or principles behind the plan
  • Actions the team will take (what you will do)
  • Related experience—proof you have been successful with this approach
  • Links to the issuer’s requirements and hot button issues

Provide this or a similar structure at kickoff to help content drafters organize their content. Following a consistent structure ensures drafts include required information and creates logical consistency across the proposal, signalling the presence of unified thinking.

Balance efficiency with quality

Whatever techniques you use to make proposal drafting more efficient, never put proposal development on autopilot.

Instead, take every opportunity to demonstrate understanding, respond to the issuer’s key issues and to position your company and solution against competitors.

Next week: Standardizing graphics


Need help improving proposal team efficiency?

Contact Complex2Clear




Photo credit

Paul Heron, MBA, is the founder and managing partner of Complex2Clear, and leads our bid response practice. LinkedIn 




Resumes and project sheets

 February 12, 2019
by Paul Heron

Standardizing content allows proposal teams more time to build out their strategies, improving both efficiency and quality. This post looks at two ideal standardization candidates—resumes and project descriptions.

Like all proposal content, resumes and project sheets descriptions need to:

  • Comply with requirements
  • Show understanding of the project and the prospect
  • Position the proponent as best qualified to deliver excellent results
  • Enable proposal evaluators to award maximum points based on a quick read

Approach to standardization

Decide on the items you intend to include, and identify those you’ll want to customize for each project. Set up a two-column table, with the names of items in the (narrow) left-hand column rows and the corresponding content on the right. 

The sections below show typical categories of information for resumes and project sheets. We've underlined the items you'll likely need to customize.


Use resumes to show evaluators you understand the key roles required for the project, the knowledge and experience needed for those roles, and and that you’ve staffed each role with a fully-qualified individual. See below for typical content categories:

  • Photo (only if you have similar, high quality photos for all individuals)
  • Name and professional designation(s)
  • Current employer, position/title and years of experience
  • Proposed role in the project—three to four sentences describing responsibilities
  • Qualifications—four-to-six points supporting your choice of this individual for this project
  • Profile: A two- or three-sentence summary of the individual's strengths and experience 
  • Reverse order chronology of recent roles (or projects), including responsibilities and positive impact made. Use a separate row for each role or project and structure the information for each consistently.
  • Education, certifications, awards and recognition

Some RFPs ask for additional information, such as the percentage of time each key individual will be committed to the project. Include this as part of the proposed role description or as a separate row in the template.

Project descriptions

Like resumes, project sheets need to show understanding of the RFP project. The template below is generic; you may need to add categories relevant to your business. Construction project sheets, for example, typically require original and final contract value and completion dates with explanations of any variances.

  • Photograph
  • Project name
  • Name of client 
  • Measures of size (for example contract value) and completion date
  • Relevance to RFP project—four-to-six points 
  • Description—what problem was the project resolving?
  • Innovations, challenges overcome
  • Individuals involved who overlap with the current project
  • Evidence of success and excellence 
  • Reference—name, title, organization, email address, telephone number

Always align content with RFX requirements

Some RFPs (RFQs, RFIs) detail  the contents of resumes and project sheets. In this case, use the same language and order as specified in the RFP document. If you've put careful thought into developing standard resumes and project sheets, you’ll be able to adapt them with minimum effort.

RFPs in many industries specify maximum lengths for resumes and/or project sheets.—usually two pages for resumes and three for project sheets. If typical RFPs you see contain these limitations, make your standard versions the same lengths. 

Next week: Standardizing plans and approach sections


Need help deciding what and how to standardize?

Contact Complex2Clear




Photo credit


Paul Heron, MBA, is the founder and managing partner of Complex2Clear, and leads our bid response practice. LinkedIn 




Standardizing content

 February 5, 2019
by Paul Heron

Every proposal team looks for ways to reuse proposal content.

We never recommend copying and pasting entire sections, and then searching and replacing the prospect’s name. But between that extreme and writing all content from scratch, there’s plenty of room to use recycled content and still build strong proposals.

In fact, if you use the time saved by standardizing to focus on a prospect’s strategic drivers and hot button issues, you’ll get a stronger proposal than by starting from scratch.

In this post and the next three, we’ll show you how.

RFPs tend to have a lot in common

Consider categories of information required in RFPs (and RFQs etc.) for your business. For example, if you manage infrastructure RFPs, you will typically need plans for mobilization, staffing, operations and maintenance, business continuity, communications reporting, etc.

If your teams bid to design, build, finance, operate and maintain (DBFOM) infrastructure, you’ll need the above plus (at a minimum) design, construction, financing, and governance plans.

Finally, nearly every RFP calls for a corporate profile, details of previous experience and performance and resumes for proposed key individuals.

Some content is better suited to standardization

Successful standardization begins with identifying categories that offer the best possibilities.

Of the sections above, some obviously need to be more RFP-specific than others. At one extreme, your proposed design (or solution) section will need to be highly opportunity-specific. At the other, the corporate profile, project sheets and key individuals’ resumes offer greater room for standardization.

Use structure to standardize project-specific content

Most teams use variations on standard formats for organization charts, resumes and project descriptions.

For plans and proposed approach sections, where content needs to be highly customized, use frameworks and prompts to guide content development. See this post on storyboarding sections for more.

In addition to improving efficiency, pre-built frameworks support consistency and quality. We’ll include more on this in an upcoming post.

Balancing reuse and relevance

Using standard content involves an ongoing balancing act between greater efficiency on the one hand and responsiveness on the other.

In coming posts we’ll help you strike that balance for specific content types.



Need help making your proposal process more efficient?

Contact Complex2Clear


Photo credit

Paul Heron, MBA, is the founder and managing partner of Complex2Clear, and leads our bid response practice. LinkedIn 




Demonstrating performance

 January 29, 2019
by Paul Heron

Last week's post focused on describing relevant experience in proposals. This week, we'll look at how to document your past performance.

Just to be clear: Experience refers to your past involvement on projects similar to the one on which you’re bidding. Performance refers to evidence of success.

Support versus proof

Some bidders have world-class records. They can demonstrate 100 percent on-time, on-budget delivery, six-sigma quality and high reliability. They have multi-year no-lost time accident metrics across all sites and zero regulatory compliance issues over many years.

Stats like this are proof of performance. If your company is in this happy position, simply cite your proofs of performance and move on to the next section.

But if you’re just building your track record or have past performance issues, you’ll need to substitute support for proof. Just one successful project can be used to support your performance claims.

Track your performance

You'll find it much easier to cite past performance in a proposal if you’ve been tracking it in real time.

Start by deciding which measures fit the kind of work you do. Common examples include on-time, on-budget completion, safety record, regulatory compliance, challenges overcome, cost or time-saving innovations, performance bonuses won, industry awards, client letter or quotes, etc. 

Next, set up a spreadsheet in Excel or another format. Use a row for each project and columns for basic items, such as location and client, contract value and final cost, and start and finish date, and then for the performance measures you've selected. 

Last—and perhaps most important—make updating the spreadsheet part of someone's job description.

Dealing with performance issues

Companies that have suffered performance lapses are sometimes tempted to ignore these and hope the prospect doesn't notice. Nearly always, this is a bad strategy. All industries have active grapevines. Even if the lapse isn't covered in the general press, word will still get around.

Avoid the temptation to sweep such issues under the carpet. Instead, acknowledge them, along with the steps taken (root cause analysis, organizational and/or process changes, etc.) and investments your company has made to prevent recurrence. If appropriate, explain how you addressed any harm the lapse caused your client. Cite any evidence your actions have produced positive results.

It’s worth the effort

It takes work to assemble this evidence. But having decided to bid, your goal is to get the most possible points for each section. Do not short change performance. It’s too important to your final score.



Need help writing convincing RFP responses?

Contact Complex2Clear


Photo credit

Paul Heron, MBA, is the founder and managing partner of Complex2Clear, and leads our bid response practice. LinkedIn 



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