Mastering the Start: Why Your Client’s Wishlist Isn’t Enough? (A Guide for Development Teams)
Ever had a client walk in with a long list of features they want in their product? Maybe it’s something like, “An app where users can manage accounts and loans” or “A platform with video lessons and certificates.” They’ve clearly put thought into it—some even come with ambitious goals like “boost user engagement” or “increase sales.” It feels like they’re handing over a shopping list and saying, “Here, build this.”
As a development team, it’s tempting to take that list at face value, nod, and get straight to work. After all, the client knows their business best, right?
Not really.
Here’s the problem: a list of features, no matter how detailed — isn’t enough to guarantee a product that actually works for the business. People, even founders may be very biassed in their thinking which is based on their own experiences.The development teams tend to treat these requests like a simple “to-do list", executing tasks without questioning whether they truly serve the bigger picture.
The result? A product that ticks all the boxes but misses the mark on delivering real value.
It’s almost like assembling a car with all the right parts— wheels, seats, etc—but forgetting to ask whether it’s meant for racing or hauling groceries. Let’s break this down further and understand why this happens and how to avoid the trap.
The Pitfall of the “Shopping List” Approach
Firstly, what even is the “Shopping List” Approach? Well this is a term that, to me, means that the client comes in almost as if they are feature shopping. They pick up random features that, in their mind, may be the “perfect” solution to a problem. But is that the actual reality?
Not quite. Not always. It's a lot more complex.
Solutions are very subjective in nature. What works for one group or persona of people may not always work for a different persona or group. Therefore, understanding this customer persona - like REALLY understanding them, their pain points and then developing a solution based on this research is crucial.
When developers just “follow instructions,” they become order-takers instead of strategic partners. The focus shifts from solving problems to just delivering features. Sure, the final product might match the specs asked for, but if it doesn’t actually help the client’s business grow, what’s the point really?
Good developers are able to understand the client’s problems and are able to solve them. Great developers however, are able to go one step further and recognise the client’s customer’s problems and solve for that.
Think of it almost like hiring an architect and asking her to build you a house with 4 rooms and a garage. In theory that sounds reasonable but will the house be actually useful if it is not optimised to YOUR life and YOUR way of living. Do you need a big kitchen? Or is one of the 4 rooms you mentioned supposed to be an office space? Without understanding the nuances of your lifestyle, how can the architect build something that is tailored to your needs?
Similar is the case with software development when teams don’t ask, “Why these features? What’s the bigger goal?” Without that very pivotal conversation, you’re just building in the dark.
Then what should one focus on?
The fix is simple - shift the focus from features to goals. A strong development team doesn’t just write code—they work toward outcomes.
1. It’s About Results, Not Just Checklists
Let’s say you’re developing a banking app. The client says, “Make a loan calculator.” You build it, ship it, and move on. But what if the real goal was “double the number of completed loan applications”?
Suddenly, it’s not just about making a calculator—it’s about making the entire process seamless. In the Client’s mind the only solution was to build a Loan calculator but there can be many more ways to achieve the same goals - that may mean adding push notifications, a step-by-step guide, or an easy-to-use form.
When you know the goal, you stop building features in isolation and start crafting real solutions tailored to the problem at hand.
2. Goals Help Prioritize What Actually Matters
Every project runs into constraints—tight budgets, shifting deadlines, unexpected hurdles. Without clear goals, teams waste time on the wrong things.
One person might obsess over perfecting the search bar, while another insists on fancy dashboard animations—but are either of those critical enough to be putting that much time and effort into it? Well no one really knows as the goal was not clear to begin with.
However, if the goal is “boost conversions by 15%,” it’s a lot easier to decide. You need to focus on streamlining checkout instead of polishing features that won’t impact sales.
3. Shared Goals Create Real Partnerships
If the client is the only one defining success, they also be the only one carry the full burden when things don’t work out. The team just shrugs and says, “Well, we built what you asked for.”
But when goals are clear and shared, everyone is invested in making the product succeed. Developers aren’t just writing code; they’re brainstorming ideas, suggesting improvements, and taking ownership.
That’s the difference between being a hired hand and being a true partner.
A Real-Life Lesson: The Cost of Skipping Goals
Let me share a quick story.A university wanted to revamp its online enrollment system. The client handed over a list:
Update personal accounts
Add a score calculator
Improve document uploads
The development team got to work and spent weeks perfecting the score calculator. They nailed the formulas, polished the design, and proudly presented it to the client.
The response?
“Looks great… but it’s not urgent. Students are struggling to upload their documents. That’s the real problem.”
Cue the facepalm.
Because no one clarified the biggest pain point upfront, the team wasted time on something that could’ve waited. If they had simply asked, “What’s the biggest frustration right now?” they would have focused on document uploads first.
The takeaway? Goal-setting isn’t just the client’s job. Teams need to push for clarity, even when the client thinks they’ve got everything mapped out.
How to Set Goals That Actually Work
I think we have established that setting goals is important but what kinds of goals should one set? Is “improve conversions” a good goal? Well it's better than “build a feature” but it needs some refining.Start with SMART goals:
Specific – Clearly define what success looks like. Measurable – Make it trackable (e.g., “increase user retention by 10%”). Achievable – Ensure it’s realistic and can actually be achieved with the resources available Relevant – Tie it to business needs and what actually matters Time-bound – Set a deadline.Let’s look at a few real-world examples:
- Banking App
Client says: “Build an app for account and loan management.”The goal may be: “Grow active users by 20% in six months.”Takeaway: Now, the focus shifts to user experience, retention strategies, and ease of use.
- Education Platform
Client asks for: “Video lessons, tests, certificates.”The goal may be: “Get 70% of students to complete the course.”Takeaway: Now, the team considers engagement tactics, like progress trackers and gamification.
- E-Commerce Store
Client wants: “Filters, cart, payment system.”The goal could be: “Increase conversions by 15%.”Takeaway: Now, the team focuses on checkout experience and personalized recommendations.
You can get to these goals and takeaways a lot quicker if you just has the right tools in your toolkit. Here are a few practical tools that may make the goal setting process a lot easier.
- Impact Mapping – Connect business goals with features to prioritize effectively.
- User Journey Mapping – Identify user pain points before development begins.
- Hypothesis Testing – Start with assumptions, validate them, and refine.
The Bottom Line: Build Smarter, Not Just Faster
A successful product isn’t measured by how many features it has—it’s about how well it solves the right problems.
When you and the client align on clear, outcome-driven goals, you don’t just avoid missteps—you:
- Build trust
- Save time & resources
- Deliver real impact
So, next time a client hands you a feature list, try to pause and ask:
“What’s the real goal here?” “How will we measure success?”
Lock in SMART, shared, and clear goals—and you’ll already be halfway to a winning product.
Want to build a product that truly delivers? At Tequity, we don’t just code—we craft solutions that drive growth and success.
Book a call today and let’s bring your vision to life!
