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Building software is fundamentally a discovery process.

Normally, the people that were interacting with don't know a lot about software development.

They have a general sense of what it can do, but they don't understand the complexity.

A lot of times they have no idea about what budget is going to be.
And there's a lot of vagueness to what can we do.

How much would it cost?

There's also a somewhat of a vagueness towards what they actually want.

But if I start the conversation with, "tell me what your business is. Tell me what your business problems are," I'm happy to get to what you think you need built from a software perspective.

But let me understand that context first.

Let me gain empathy for you as a business person, or as a business.

Ultimately, that that results in me potentially, and often being able to suggest ways of doing things that might reduce complexity, or might have a better user experience be a lot cheaper to build.

I've had a number of conversations that ultimately sound like, you know, I could do it like that.

But I could actually do it this way, a lot simpler, and you wouldn't be giving up a lot. And I still think that would get you what you want.

And had people go, "Oh, that's, that's awesome. Yeah, that's exactly what I want. Let's do it that way," because it might cut off, you know, 75% of the cost.

Understanding where the client wants to go, you know, having frequent, you know, revisits with them, how are things going?

Are you happy with this? Are we headed in the right direction?

All of that is part of client empathy.

And all that is ultimately how we mitigate the biggest risk, which is, we end up building the wrong thing.

So I don't think we're, I don't think we're fundamentally unique.

Like there's one of us and we're the only one who are doing this.

There's other companies are doing it well.

The difficulty is there's a lot of companies who are not doing it well.

And it's very difficult for an a person who's not educated in software development, who's not in the industry to be able to get through, you know, the salesmanship BS that makes everybody sound the same.

I sleep really well at night, when I do sleep really well at night, one of the reasons I sleep well is because I know we are telling our customers the truth all the time.