The magic of a clear specification

Writing a spec is a kind of mind reading, which is why it’s so difficult. One half of the partnership has to take the time to not only specifically and precisely write down what’s expected and what the measurements and boundaries are, but then must do the challenging and risky work of engaging with the other half of the team to agree on that spec. Disagreements here are cheap, disagreements later cost a fortune.

The fear, of course, is that the spec will end the project, that without a lot of sunk costs on the table, a spec alone is too easy to renege on. In my experience, the most successful freelancers are also the most successful spec writers. Yes, there's some risk in clearly and vividly making your promises while the client/partner/boss still has time to back out. But professionals take that risk every day.



Antonio Ortiz

Antonio Ortiz has always been an autodidact with an eclectic array of interests. Fascinated with technology, advertising and culture he has forged a career that combines them all. In 1991 Antonio developed one of the very first websites to market the arts. It was text based, only available to computer scientists, and increased attendance to the Rutgers Arts Center where he had truly begun his professional career. Since then Antonio has been an early adopter and innovator merging technology and marketing with his passion for art, culture and entertainment. For a more in-depth look at those passions, visit

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