Ian Sherwood | twentysix2 Ltd

Ghosting: Powerful force or unnecessary distraction?

BIDDING | 14:15 - 15:30

Ghosting: Powerful force or unnecessary distraction?


Using real life examples from the worlds of politics, advertising and bidding, delegates will gain insights into current thinking on the effectiveness of ghosting and learn how to apply caution.  We will range over both the advantages and challenges of its use, including:

  • What is ghosting and what are effective ghosting techniques?
  • The case for the defence – is ghosting an effective tool in the writer’s armoury?
  • The case against – is ghosting an unnecessary distraction?
  • A practical demonstration of an approach to uncover ghosting opportunities with an opportunity for delegates to participate
  • Risks and common pitfalls, and how to avoid them

Key take away skills/techniques

At the end of the session, delegates will be able to:

  • Recognise opportunities for ghosting in their own proposals
  • Understand the potential advantages of Ghosting competitors
  • Understand the risks of Ghosting associated with ignoring potential weaknesses
  • Delegates will also have the opportunity to swap ghosting stories.


Ian Sherwood leads the development and delivery of business transformation programmes associated with proposal management teams. He is Director of Transformation for bid consultants twentysix2 and developed the Proposal Management Capability Model.

An APMP Certified Proposal Professional and Shipley Certified Capture Professional, Ian's capture, bid and proposal management experience is gained from over twenty years of working across both commercial and government sectors. During his career, Ian has developed business in a variety of market sectors including MOD, Energy and Utilities, Healthcare and Public Sector markets, participating in roles across the whole sales and business development lifecycle.