What we learned from 100 client projects

We just passed our hundredth client project. That's a hundred discovery calls, a hundred design reviews, a hundred launches. Patterns emerge. Here are the ones that surprised us most.

Five lessons

• The brief is never the brief. The first conversation always misses something — usually the most important thing. Always have a second.
• Clients don't know what they want, but they always know what they don't. Show them three options and let them eliminate two.
• Scope creep is a symptom, not a cause. If a project keeps growing, the real problem is unclear goals. Fix the goals, the scope follows.
• Launch dates slip when feedback loops are slow. Get the client into a Figma comment thread on day one and ship faster on every project after.
• The site that looks best in the portfolio is rarely the one the client loves most. Build for the user, not the case study.

And one bonus

The client who pays the least always asks for the most revisions. Price your work confidently — it's a filter, not a barrier.