In The Shawshank Redemption, Andy Dufresne teaches us that sometimes, we have to crawl through the… mud to come out clean. That’s exactly how I feel about Discovery—the most overlooked (and resisted) part of digital development.

But here’s what happens when you skip it:

• The team builds something that works but doesn’t solve the real problem.

•  The project is delivered, but the client isn’t happy—and they don’t come back.

•  The opportunity to build trust and a long-term partnership is lost.

When we fight for Discovery, we unlock the real value of a project.