Since in the IT service industry, the pitching of your offering is not enough.
One of the biggest lessons I learned in the past ten years, is that to sell your company services, you need to understand them to the point to advise your potential customers when using them is or is not necessary.
Shortening for TL;DR readers: the game has slowly but inevitably shifted from the approach to sale by pitching to sale by consulting.
We are all quite familiar with the Big Bang theory, not the TV serie but the astrophysical thing, from a single instant we have a big explosion and life, universe and everything were created [ok, it’s a little more complex, but who cares?].
Lets try to use the big bang metaphor for our normal (web)work. We start with a single idea and then we have to expand it exponentially adding customer validation, ux design, frontend and backend development, community management and everything is needed to fulfil the scope of the idea.
The Big Crunch is just the opposite. We start with a complex and expanded system and then, little by little, it will be condensed in a single, unique and clear point.
Time by time some customers send me a “Big Crunch Spec Document“.