In their excellent book Rework, the brains behind 37signals declare that the real goal of your business is to sell you as the curator of your product. Anyone can sell products, but you’re bringing your expertise to the table when you ask me to buy your product.

So, what does your proposal document tell me about you? It could tell me everything — or nothing.

Pour yourself into your product and everything around your product, too. How you sell it, how you support it, how you explain it, and how you deliver it. Competitors can never copy the you in your product.

Do you have the right tool to pour yourself into your product? Or are you just handing customers a list and asking them to sign on the dotted line (and fax it back)?