When we advertise as a Ruby shop that can build anything you like using Ruby, we’re making two efficiencer mistakes. First, we’re involving the customer in something it shouldn’t know or care about: our tool of choice. Second, we’re leaving ourselves out of a matter we should know and care about: what we’re building and why. Understanding this truth is the first step toward forming efficiencer firms. It’s also a step toward getting clients that don’t just ask who you think you are when you have a frank conversation about whether they even need the software they want.
