Building a product is an exercise in managing expectations. We gather ideas and turn them into a gadget that solves problems. These ideas can come from everywhere. — team members, customers, competitors — you name it. Even a small team with a single customer can generate an infinite stream of new ideas. Ideas are the cheapest renewable resource on the planet. They might be trivial, but ideas are not free. They come at the price of expectations.

In the old days of projects and Work Breakdown Structures, each requirement had a price. Building that Sales Report would cost €22500, and each project started with heated debates. Is this feature really necessary? Can we afford this? Can we simplify it or cut it altogether? The Requirements Gathering Phase forced us to throw away most ideas as they didn't fit the budget. Only then did the project get greenlit.

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