Decisions are dangerous. Every time that we make one, we limit the possibilities that are open to us and close our minds to the alternatives. Decisions are also utterly vital, of course, because without them, nothing would ever get done.

The key to effective decision-making lies in knowing when to decide. A common mistake is to decide on something too early, because we are uncomfortable with the uncertainty. But what if we make the wrong decision?

When developing software or designing a website, the point at which we know least about the project is the very beginning. The point at which we are most enlightened is the very end of the project. It stands to reason, therefore, that deferred decisions will often turn out to be better than decisions made at the earliest moment.

This principle is fundamental to the philosophy of agile development. The traditional approach of gathering requirements before engaging in a protracted design phase is completely flawed. Instead, the loop of feedback between client and designer or developer should be as short as possible. Working iteratively, gradually refining the product and constantly reacting to feedback, produces better results.

When executed well, this process leads to the organic growth of quality solutions. Solutions that are closer to what you want than you knew you wanted yourself. Bespoke, tailored software and websites, evolved from your input, not forced upon you against your better judgment.

This is how I work. If you are interested in hiring me to design your new website or build your next application, please get in touch.