Have you read Barbara Minto's book on Pyramid Thinking? Have you been trained in the approach - it may have been called "Top Down Thinking" when you were made aware of it.
Barbara discovered that it was not the brains of the bid team, nor the amazing content they could offer which won the bids - it was the structure of the document itself that made the difference. Her book documents how you create the logic structure of your proposal, report, or presentation.
What is key is breaking down the logic into small chunks of information which build up to a single conclusion - what is called the Governing Thought. Underneath the Governing thought are the three to five reasons why it is true. Underneath each of these reasons are the why or how that reason will be made true. It is rather like an organisation chart with the CEO as the Governing Thought, under him come his direct reports, and they have their reports and so on.
So why does this logic structure work?
The answer is that the input to our brains is through our short term memory system and that can only handle 7+/- 2 items at any one time. Three to five is better since then you don't put a strain on your audience.
By carving your argument up into small chunks each can be digested - and its meaning extracted. As you go up the hierarchy the extracted meanings themselves, again three to five of them, lead you to a higher level conclusion ....and so on to the governing thought.
Ever since I was taught the approach at the turn of the millennium I have used in every proposal I have been involved in. For example over the past 6 years I have been working as part of an Energy Saving Trust/University College London partnership offering energy modelling projects to utility organisations and cities. All the bids I have been involved in were put together following Pyramid Thinking principles. We bid for 7 and won 6.
Is your experience of the approach the same as mine?