ABOUT US
Decision Coaches is a specialized consulting firm dedicated to helping federal contractors win more government business by understanding—and strategically influencing—how their customers truly think and decide. For nearly thirty years, we’ve operated at the intersection of customer psychology, competitive strategy, and federal acquisition, guiding our clients through hundreds of pursuits with a 76% industry win rate and well over $100 billion in contract awards supported.
Our philosophy is simple: in competitive federal acquisitions, compliance is not enough. Success depends on achieving Decision Resonance™ - the alignment between what you offer and what genuinely matters to your customer’s decision-makers - especially in tie-breaker scenarios. Everything we do is engineered to illuminate that alignment and help teams act on it with precision.
At the core of our approach is our unique, software-enabled Win-Strategy Workshop™, a high-impact, facilitated experience that transforms how Business Development, Capture, and Proposal teams understand their customers, their competitors, and themselves. Through structured analysis, decision-science techniques, and realistic down-select simulations, we reveal the true discriminators, perception gaps, and strategic levers that influence award outcomes. These workshops consistently elevate internal alignment, sharpen competitive strategy, and provide teams with clear, data-backed actions that strengthen their probability of win.
Beyond our flagship workshop, Decision Coaches provides comprehensive support across the federal growth lifecycle, including Strategy and Management Consulting, Market Intelligence, Business Development guidance, end-to-end Capture planning, competitive Black Hat analysis, and Proposal theme and narrative development. We serve as a strategic conscience for our clients - ensuring every pursuit is grounded in customer priorities, competitive realities, and deliberate, evidence-based decision-making.
Our work is built on partnerships, not transactions. We integrate seamlessly with your teams, challenge assumptions, and provide the honest, external perspective necessary to break through internal bias and conventional thinking. The result is a level of strategic clarity and competitive insight that empowers organizations to pursue opportunities with confidence and win with purpose.
When the stakes are high and winning matters, Decision Coaches helps you compete more intelligently, communicate more convincingly, and perform more decisively.