We often get burned by things that sound good on paper for two reasons: Either the client rejects your idea because they cant visualize it the way you do, or your idea is misinterpreted through lack of clarity and the client walks away with an alternative expectation of your idea (which is now more likely their idea). The root problem is that its not easy to align on an idea that exists solely in someones brain. In 99% of scenarios, its more than just turning letters into dollar signs.
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