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Someone has to own the number.

Every build has a person whose figure changes. If that person cannot be named in the first meeting, the project will not survive contact with a budget cycle, and we would rather find that out on day one.

This is what changes for each of them, what they are asked to provide, and what they get back.

If nobody in the room owns the number, there is no project. There is only an interest.

This is the most common reason a promising engagement dies. Everyone agrees the work is valuable and nobody's figure changes, so it competes with things that do and loses, usually in month four.

We would rather establish that in the first hour. It costs a meeting instead of a quarter.