Client wanted a new website. Three-month timeline, live before Black Friday.

Every milestone hit. Wireframes on time, design approved, launched on schedule.

Two weeks later: “We need to add a subscription service. Can the site handle that?”

No. We had built exactly what they asked for. Nothing more.

It’s easy to get obsessed with the next deadline. Deliverable done, box ticked, move on. But stopping there means your client is stuck again two weeks after going live.

Two questions I now ask: “What comes after this project?” And: “What would break if this project were very successful?”

That second one is the most important. Success creates new problems. A site that converts well suddenly needs fulfilment capacity. A CRM that works for three people doesn’t work for ten. If you are not prepared for that, you are building something your client will outgrow before the invoice is paid.