One of the fastest ways a project can derail is when expectations aren’t clear. As a solopreneur, I’ve learned that vague phrases like “make it look modern” or “just do what you think works” are red flags for potential misunderstandings. In client management, clarity is everything.
I still remember a client who wanted a “modern” website. To me, modern meant clean, minimal, and typography-focused. To them, “modern” meant flashy animations and bold neon colors. After three rounds of revisions, I realized we weren’t aligned from the start. The wasted time was frustrating for both of us — but the responsibility was partly mine for not pushing harder to define what “modern” meant.
Why This Happens
Unclear expectations usually come down to assumptions. Clients assume I “get it” because I’m the professional, while I assume they’ll articulate what they want clearly. But most clients don’t have the vocabulary to describe their vision. They speak in abstractions, and unless I translate those abstractions into specifics, the project can spiral.
Example 1: “Just Like Apple”
A client once told me they wanted their brand to look “like Apple.” That seemed straightforward — clean, innovative, premium. But what they actually meant was they wanted to look as successful as Apple, not to mirror their design language. They were disappointed with my sleek visuals because they expected “instant credibility,” something no design could deliver.
Example 2: “Catchy and Fun”
Another client asked me to write “catchy, fun” copy for their website. I delivered something playful and conversational. They hated it. What they really wanted was polished and witty, not casual. The words “catchy and fun” had led me down a completely different road.
How I’ve Learned to Manage This
Now, I build expectation-setting into every engagement:
- Discovery questions. I ask clients for specific examples of what they like and don’t like.
- Mood boards and drafts. Before diving deep, I share lightweight drafts to confirm alignment.
- Written briefs. I summarize what I understand in writing and have them confirm before I start.
- Clear revision rounds. I state upfront how many revisions are included to prevent endless cycles.
These steps might feel like extra work, but they save me hours of wasted effort later.
Conclusion
Unclear expectations cost solopreneurs time, money, and credibility. The solution isn’t to work harder but to clarify upfront, document agreements, and check alignment often. The more precise the roadmap, the smoother the client relationship becomes.
