Twelve weeks of clean, approved, beautiful design. And the client called Monday morning to say it didn't feel like them.

The design wasn't the problem. The discovery conversation that never happened was.

In this episode, Milton Flournoy IV applies Lean's Voice of the Customer principle to web design — breaking down why so many projects collapse not from poor execution, but from a misdiagnosed requirement. When you take the brief without digging underneath it, you don't build a website for the client's business. You build one for their assumption about what their business needs.

Using a real example of a boutique interior design firm, Milton shows how one conversation shifted the entire strategy — and why that shift made for a better site, a tighter scope, and a client who actually sent referrals.

What you'll take away: → 3 ...