Every few months, a development company or consultant will come along, full of cutting-edge theoretical ideas for your agency and your clients. They will present technologies that offer theoretical advantages, efficiency, or more fun for your agency team, which presumably is always thirsty for cool new work. This all sounds positive on the surface.

Or, even more frequently, clients themselves will drop some new tech buzzword that is the method a peer used to achieve some goal that the client also has. The client perceives relevancy at a glance -- and inherently trusts the peer. So, pronto -- you are pressured to replicate this method rather than just servicing the goal by the means you would most recommend yourself. And, of course, the quick-fix popular client refrain these days to the agency and to us is often, "We need an app!"