I often tell my clients no:

• Don’t build that.
• It’s not important yet.
• No, we can do it this way and save 90% of the time.

I’m trying to show them we only have a certain number of hours before the money runs out or a competitor launches.

Sometimes it takes a while to convey my rationale but eventually I see it working.

How?

Ultimately I want my clients to tell me no.

When I give them options I want them to choose the most pragmatic.

When they do, I know it’s working.

It shows they’re getting the ruthless mindset you need to have when launching a product.