Graeme Robson, Bid Sector Lead, Commerce Decisions, first discovered the world of bidding 25 years ago when preparing IBM for a major bid. He asked if anyone could quickly explain what the customer was looking to achieve - it didn't prove to be a simple question, they had lost their focus on the customer. APMP has done a great deal to move the bid profession forwards, ably supported by the many training and consultancy businesses, but, the same mistakes continue to be made. Too many bidders still make the same mistakes, respond poorly to bids and often score far less than they should. Graeme is now helping buyers and bidders to align more; exploring how to help bidders win more effectively while achieving better outcomes for the end user and better value for the tax payer.