No one sets out to fail. You re in the middle of design and discover you ve been making huge assumptions because you don t have enough reliable information. A good way for you and the client to end up on the wrong page. Jumping into action before deciding what to do Clients are often in a huge hurry to get a new site up and running. You agree reluctantly to an unrealistically short time frame.
Precise goals make it possible to do reverse planning as well as plan ahead.
Without them, it s much easier to drift off track and waste time on low priority objectives. With them, you know when you ve done exactly what you set out to do. You don t plan for things that could go wrong. And you find yourself living in a worst case scenario with no idea how you got there. Or how to get out.