When a customer orders a car with a hundred horsepower engine, is providing the customer with a two-hundred horsepower alternative desirable? Unlikely.

Customers have a clear vision on what it is they precisely desire. If they don’t have a clear idea, it’s your job to help them define the (scope of the) solution.

When you consistently overdeliver, chances are a lot of time and effort is going to waste. Delight customers with tiny extra’s left and right. Sometimes good is good enough.

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