We have this saying: Our clients always know what they want. Until they get it. Then they know they wanted something different. And don't take that as a compl

We have this saying: Our clients always know what they want. Until they get it. Then they know they wanted something different. And don't take that as a complaint. It's a basic behavioral observation. What we say we do is different from what we really do. By the same token, what we say we want is different from what we really want. At a risk of being a bit sarcastic: we say we want regular exercise to keep fit, but we really want doomscrolling on a sofa with a beer in hand. In the product development context, we have a very different attitude towards an imagined (hell, even wireframed) solution than an actual working piece of software. So it's kinda obvious we can't get it right on the first attempt. We can be working toward the right direction, and many product teams don't even do that. For them, development speed is only a clock counting time remaining before VCs pull the plug.