Win themes are the core "why you should win" statements for a proposal — short, evidence-backed feature + benefit statements that tie your differentiators to what the evaluator actually cares about. In AutogenAI, win themes can be generated automatically from your connected proposal documents, or entered manually and structured/evidenced by the platform.
This article covers:
- Where win themes live in the product
- Two ways to create them
- How win themes are structured
- Reusing win themes across a project (storyboard, drafts, review)
- Known limitations
Where to find win themes
Win themes is one of the Pre-Proposal activities, alongside opportunity overview, competitor analysis, discriminator analysis, and teaming partner overview, feeding into the capture plan and bid/no-bid gate review package.
Two ways to create win themes
1. Let AutogenAI draft them for you
If you haven't entered your own themes, running the win themes activity will derive 3–5 draft win themes from your connected sources (e.g. the RFP, your competitor and discriminator analysis). These are clearly flagged as drafts for you to review and confirm — AutogenAI won't invent facts, competitor names, or figures that aren't in your connected sources.
To generate draft win themes via Research:
- Go to the Research tab (or the win themes Pre-Proposal activity).
- Prompt: "List the potential win themes for this opportunity for [your organization] based on the competitive differentiators."
- Optionally, add: "Format as a list of bullet points as 'win theme heading: description of win theme.'" — this produces cleaner output ready to paste into Inputs.
- Review the AI-suggested themes and edit as needed (remove any citation markers before reuse).
2. Enter your own win themes
If your capture manager or proposal team already has established win themes, enter them directly. AutogenAI will:
- Keep your original wording if marked as final
- Structure each theme into a Feature / Benefit / Discriminator / Proof table
- Add 2–3 sentences of supporting rationale per theme
- Check theme coverage against the evaluation criteria
What the output looks like
Each win themes activity produces:
- Win Themes list — a numbered list of one-line feature + benefit statements (roughly 15–25 words each)
- Theme Detail — one block per theme, including a Feature/Benefit/Discriminator/Proof table and short rationale
- Evaluation Criterion Coverage Check — maps every scored evaluation criterion to the theme(s) addressing it, flagging any gaps
Reusing win themes across your project
Once you're happy with your win themes:
- Copy them into Inputs so the whole proposal team can reuse the same wording.
- Go to your project, open the three-dot menu, and select Project Inputs (or use the right-hand switcher).
- Click + Input, add a title (e.g. "win themes"), and paste your themes — separate by line breaks to create individual bullet points.
- Add win themes to your storyboard alongside sources and hot buttons/emotional triggers for each bullet point, so writers can see which theme(s) apply to each section as they draft.
Reviewing against win themes
Gamma Review can help flag places in your draft where a declared win theme could be woven in more strongly. If this isn't yet available in your account, check with your CSM, as this capability is being rolled out.