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When you’re in a service industry, the usual client path starts the same, regardless of your particular branch of business. You approach them, or they reach out for you. Then, they send what they want. Then you employ your craftsmanship, providing them with adequate value for money. In most of the world, that is – sorry, North Korea and Cuba! And while you do it, things suddenly change. When you’re a car mechanic, it turns out that the actual fault is not the gearbox linkage, it’s the clutch worn out by the idiot owner. So, you contact the client and change the clutch. Then you make an order for a new clutch at a ridiculous discount. When you’re in interior design, it turns out that some, meticulously selected, shade of paint makes the man of the house look stupid every sunny evening. So, the client contacts you and you pick a new paint. One that makes him look like an orange, which is a noticeable upgrade to his dubious appeal. When you’re a hairdresser, it turns out your hipster customer looks like a Thailand-made lumberjack wannabe with his beard trimmed at 25 millimetres. So, you discuss the matter with him and turn him into a clean shaved man. A skinny, useless, and weak one – but a man. It seems ridiculously easy and it is. That’s how service business works all around the globe.

Not in software development industry, though. Read more