The key is in that simple three letter word "why?"
So many projects fail purely because the team implementing them don't understand the real underlying "why?"
"i need a new website"
"why?"
"because the old one is rubbish"
"why?"
"because no one buys anything"
"why?"
"dunno, is it because the website is rubbish??"
"maybe, maybe not"
You get the gist...
in simple and concise terms...we ask the awkward questions...we make you, the client really question what problem you are trying to solve or what opportunity you are trying to capitalise on - we want you to understand your "why" before you charge off "doing stuff" :-)