Solution or content – which comes first?

When working on a bid, the submission deadline is king and drives the schedule of reviews, draft submissions and graphics deadlines. But, what happens if the solution you are developing content about i s not finalised? Or worse, what if it hasn’t even been decided yet? The first question to answer in this situation is: why?  We all search for bidding utopia when a solution is beautifully developed and defined before the bid response...