Proposals have an organisational ethos?
Proposals may have intent, which is the equivalent of an organisation having an ethos. In both cases the intent/ethos may or may not align with the intention/views of the individuals.
So to give an example - a proposal may have intent which may or may not align with the intention of the proposer.
So let's imagine a hypothetical situation where the world is struck by a pandemic and suddenly PPE becomes in short supply. Someone (let's suggest a peer of the realm) proposes to supply loads of PPE - the intention of the proposal is to meet the shortfall of PPE and help healthcare professionals to save lives. That would be a good intent. However the proposer (let's suggest a peer of the realm) might only be interested in making shed loads of money and not give a sh*t about helping save people's lives - their intention is to get rich and to profiteer from the situation. Their intention is poor.
Now if the PPE doesn't work then the intent of the proposal and the intention of proposer are both poor. If the PPE works but the proposer is only interested in making money then you may argue that the intent of the proposal is good but the intention of proposer is poor. But you might have an alternative where the PPE doesn't work but the proposer's intention was all about helping in the pandemic rather than making any money - in this case the intent of the proposal is poor even though the intention of the proposer was honourable.