Reading Between the Lines of Shortlist Instructions
Hey everybody. I don’t know about you, but I get a lot of insight into decision makers by the way they give instructions. I’m talking about shortlist interviews, oral presentations, and project pitches — those moments when multiple teams are competing for a project and the client sends you instructions about how the presentation will run.
There’s an opportunity here that most teams overlook. Those instructions can tell you a great deal about the people making the decision — how they think, what they value, and how they’re likely to evaluate your team. Paying attention to that subtext can give you a real strategic edge in your preparation.
Two Types of Decision-Maker Mindsets
I’m working on two projects right now that show this contrast clearly. One is loose and open-ended. The committee said, “You’ve got this amount of time, and we’d like it to be conversational.” That’s all they offered — no detailed structure. The other was highly buttoned down, giving us specific times for introductions, team approach, and Q&A.
Those two sets of instructions point to two very different types of decision makers. The open-ended team likely consists of “relator” types — people-oriented, conversational, and collaborative. They want to see synergy, compassion, and genuine teamwork. They value human connection, active listening, and shared energy in the room.
The more structured committee, on the other hand, is precision-oriented. They care about evidence, accuracy, and adherence to process. They’re less focused on emotional tone and more focused on whether you followed instructions, stayed within the framework, and supported your points with clear information.
Using Instructions as Strategic Insight
These are just two examples, but they illustrate a powerful principle: people give instructions based on what they care about. A buttoned-down RFP or shortlist briefing signals a process-driven, analytical selection committee. A looser, more conversational brief signals decision makers who value collaboration and relationship-building.
So when you receive your presentation guidelines, take a moment to read between the lines. Discuss them with your team, interpret what they say about the decision makers’ personalities, and tailor your approach accordingly. This simple step can help you connect more meaningfully, communicate more effectively, and increase your odds of winning the work.
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