Strategery Consulting Inc: You need to hire us to build you a web site.
People LLC: Oh. Really? Why?
SC: Well, our research has shown that your main competitor, Widgets Inc., is about to release a new killer app!
PL: Umm…our main competitor is Doodads And More.
SC: Whatever…that’s not important. What’s important is that you hire us.
PL: Well, OK. How much is it going to cost?
SC: It’s too risky to the project to specify any cost, but it shouldn’t cost more than 5 figures.
PL: How long will it take?
SC: A week? Maybe a month? We doubt more than 2 months.
And on it on it goes. Classic.
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