Aligning people’s vision and expectations is arguably the most valuable part of your job.

It is even more important than your ability at your own craft. When we’re unclear about the problem we’re solving and the strategy to get there, even your best effort will become a hit or miss that’s more likely to miss.

Someone is going to put in the money, get them involved. Somebody is going to help you ship; make them your allies. Someone is going to be using your solution; they must have a say.