Our 12 years in business has taught us that software development is not a commodity. Most problems that are worthy of a custom software solution are nuanced and sophisticated enough that precise up-front specifications are not possible. Middlemen have no place here, nor do programmers who need specific instructions on what to build. Great software comes from a deep, creative connection between talented, empathetic developers and the people who work in the problem space every single day.
Doesn't this approach require a specialized team? Doesn't it require that our entire team is made of those incredibly rare and unique people who have strong design skills, strong technical skills, and strong empathy? Yes, it does. We built our company with this in mind.