Even when customers think they know what they want, they usually don't. They lack imagination and an analytic mind. Customer wants A, B and C. You point out th

Even when customers think they know what they want, they usually don't. They lack imagination and an analytic mind. Customer wants A, B and C. You point out that A and B collide, and offer a solution, D. Customer insists on A, B and C. You tell him again. Customer insists on A, B and C. You create A, B and C. Customer realizes that A and B collide and that A, B and C are really not working as imagined. Customer blames you. You present D again. Customer caves in and orders D, as a replacement for A and B. Customer blames the additional cost on you and is unhappy. Customer wants H, I and J. You tell him that he wants M, N and O. But that M, N and O cost twice as much as H, I and J. Customer is furious. You want the business. So you build H, I and J. Customer realizes it's not working. Customer blames you and is unhappy. Customer wants X. You ask him why. Because of Q. You realize that the customer would need E instead of X. You offer X but you build E instead, because it's possible within the same budget and time window. You relabel E to X. Customer is happy. His vision worked.