Why Clients Change Their Minds Right Before Launch

We spent about a month building a product for a client. They were with us the whole way, testing as we built, sending feedback, signing off on each piece as it landed. Everything you could point to said we were aligned.

Then, a few days before launch, they told us this was not the product they had in mind. Not a tweak. A different flow, a different shape, a whole new idea of how the thing should work, and they laid it out in full. The project reset into a near-complete redesign, right at the finish line.

My first reaction was the one every developer has had at some point: you had a month, why now. But that reaction is wrong, and it is an expensive thing to get wrong. The client was not messing us about. They were doing the one thing any of us can do, which is...

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