Blog 29 - Reverse Engineering Client Value: Lessons from Rory Sutherland for B2B and B2G
The blog this week is from Jeremy
Reverse Engineering Client Value: Lessons from Rory Sutherland for B2B and B2G
In the world of B2B and B2G, we often assume that clients make decisions based on rational, measurable factors — price, compliance, technical capability, etc. But as Rory Sutherland famously argues - human decision-making is rarely rational. It’s psychological, contextual and deeply influenced by perception. So, what happens when we flip the script and start reverse engineering solutions based on what clients truly value—not just what they say they want?
Why Reverse Engineering Matters
Traditional solution design starts with features and benefits, then tries to persuade clients of their value. But this approach often misses the mark because it assumes clients think like engineers. In reality, they think like humans. They value certainty, simplicity, reassurance, and status as much as—if not more than—technical superiority.
Reverse engineering means starting with the emotional and behavioural drivers of value and working backward to design propositions that resonate. It’s about asking:
What makes the client feel safe?
What signals competence and reliability?
What reduces perceived risk?
The Rory Sutherland Lens
Sutherland’s core insight is that perceived value often trumps objective value. For example, a train journey that feels shorter because of Wi-Fi and good coffee can be more valuable than one that’s technically faster (if only the masters of HS2 and thought that through!). In B2B and B2G, this translates to:
Ease beats complexity: A solution that feels simple and intuitive will often win over a technically superior but complicated one.
Signaling matters: Clients look for cues—certifications, case studies, even branding—that reassure them they’re making a safe choice.
Context shapes decisions: The same proposition can feel radically different depending on how it’s framed.
How to Reverse Engineer Client Value
Start with the Outcome, Not the Output
Instead of asking, “What can we deliver?” ask, “What does success look like for the client?” Is it risk reduction? Political capital? Operational efficiency? Build backward from that.Map Emotional Drivers
Identify the fears, pressures, and aspirations behind the procurement process. In government bids, for example, compliance and auditability often matter more than innovation.Design for Perception
Use behavioural cues to make your solution feel safer, faster, or more prestigious. This could mean emphasizing guarantees, offering transparent pricing or showcasing social proof.Frame the Proposition
Language matters. A “cost-saving initiative” sounds different from a “resilience-building programme,” even if they’re the same thing. Choose frames that align with client priorities.
Practical Example
Imagine bidding for a public sector IT contract. The technical spec is clear, but the real client value might be:
Political safety: No headlines about failure.
Operational continuity: No disruption during transition.
Stakeholder reassurance: Clear reporting and governance.
Reverse engineering means designing your proposition to signal certainty and control—perhaps by highlighting phased implementation, robust risk management, and independent audits. These elements may cost little but deliver huge perceived value.
The Payoff
When you reverse engineer client value, you stop competing on features and start competing on confidence, clarity and credibility. You create propositions that feel right, not just look right on paper. And in a world where decisions are made by humans under pressure, that’s a game-changer.
Key Takeaway
Don’t just build solutions. Build signals of value. Start with what clients truly care about—emotionally and politically—and work backward. As Rory Sutherland would say, “The opposite of a good idea can also be a good idea.” Sometimes, the best way forward is to reverse.
Other Resources
We’re on a mission to help companies like yours win more work.
Here are some other free resources that should help you too. Feel also free to share them with friends and colleagues:
Bid Writing Training - Learn to write winning tenders here.
Free Bid Writing Basics Training Video - Watch the video here.
Writing Crown Commercial Services Bids - Learn to tackle the challenges of writing CCS tenders here.
The Bid Toolkit - We make winning simple.
Our free work winning Podcast, the Red Review, can be found here.
You can also follow Jeremy on LinkedIn for hints, tips and insights here.
100% Typo Guarantee—Our blog posts are free-range. It was hand-crafted with love and sent out unfiltered. There was no review queue, no editorial process, no post-post revisions. Therefore, I can pretty much guarantee that there is some sort of typo or grammatical error or literary snafu. Got a business to run and a four year old to Dad. Sorry.