Same things must look the same. Sounds easy, but apparently, it’s not. Example: When I was working as a consultant, the companies I worked for used to include CVs of the consultants they intended to staff on the project in their proposal presentations. Of course, the format of each and every CV was supposed to look exactly the same. But guess what? It didn’t. One CV included telephone, email and office adress, the next one only the telephone number. One CV had a black-and-white picture of the consultant, the next CV had a colored one. One CV was talking about “Sample projects” while another one was referring to “Project experience”. This is just stupid. Same things must look the same.