Definitely guilty of all these transgressions (vocab courtesy Tiger Woods).

Mental node made to interrogate clients about business objectives, and the intended calls to action harder during research phases of projects. All too often our projects are planned out in those departments as we go along, and the clients often change their minds (and their entire business models) along the way. If we can nail them down to some stated objectives at the start, we’ll be in a better position when the inevitable indecision comes later.

Thanks, Paul!