I wonder why we refer to our project deadlines as "phases" here in Cube City? We finish the first project for a brand and call it Phase 1. We tell our clients that we'll do all of these awesome whiz-pow-bang things for Phase 2. But then it's time for Phase 2 and we've got usability feedback, a new direction for the brand, and/or some other kind of feedback that turns Phase 2 into fixing what's wrong with Phase 1. Of course, we all know what Phase 3 brings: Fixing what's wrong with Phase 2, as well as anything that didn't get fixed or noticed in Phase 1.
Forget the whiz-pow-bang promises of projects to come. They are just a phase.
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