OUR POSITION
We would rather be
useful than liked.
Which in practice means telling a client their favourite idea is the weakest one in the deck, quoting the number that is true rather than the one that wins the job, and finishing the thing we said we would finish.
01
The brief is a hypothesis
Half of them are wrong in some interesting way, and finding out which half is the first week's work.
02
Show it early and ugly
A rough thing on Thursday beats a polished thing three weeks late. Nobody has ever thanked us for a surprise.
03
Hand it over properly
Source files, documentation and an hour on a call. A handover that needs us afterwards is a failed handover.
04
Say no more often
We turn down about a third of what comes in, usually because somebody else would do it better.
