Ask yourself these questions

(1)What did we sell or propose to provide?
Starting from your own products and services is usually comfortable and easy. Just don't stay theree.
(2) Why did the customer need that service, product, or expertise?
Looking back at previous opportunities,you probably have a better insight into what was going on than you did at the time you wrote the proposal. What was the real reason they were looking for the particular solution you
provided?
(3) Why couldn't the customer wait?
What made this need urgent? Was there a compelling event looming in this customer's business life cycle that had to be addressed? Was there a competitive situation which the company could not endure? Was there a market opportunity?
(4) Why couldn't the customer solve the problem internally?
And what was it about the solution that made it necessary to go outside the company to contract with your firm to get it? Specialized expertise? Speed of delivery? Equipment? Perhaps this isn't part of the customer' core business competency?
The goal here is to understand the problem, define it accurately, and use it as the starting point for what you bid.