Framing, Not Guessing: How We Sell Weeks at Inovo
At Inovo, we don’t sell hours, we sell weeks. Here’s how we use framing to define appetite, get clear on the problem, and move projects forward without bloated specs.
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At Inovo, framing is the first step in every project.
We use it to understand the situation before we shape or build anything.
It also defines the unit we sell: weeks.
Framing gives us the clarity we need to decide:
- what the real problem is,
- what outcome matters,
- what we are not including,
- and how many weeks we’re willing to invest.
It replaces long requirement documents and prevents us from guessing at hours.
How Traditional Agencies Do It
Most agencies gather a long list of requirements, estimate hours, and create a large scope document.
It takes weeks to finalize and often leads to bloated expectations and unclear boundaries.
We don’t work that way.
Instead, we define a frame the client can agree to quickly.
Once the frame is approved, the client buys the weeks upfront.
We then shape and build inside that constraint.
It’s simpler, faster, and easier to manage.
What Framing Is
Framing is not planning the solution.
It is defining the situation clearly enough that shaping can be effective.
During framing, we answer four questions:
1. What is the problem?
What is actually happening?
Where is the friction or breakdown?
2. What is the desired outcome?
What must be true at the end for this to be considered successful?
3. What are we not doing?
This is critical.
It sets boundaries and prevents scope creep.
4. What is the appetite?
This is a business decision, not a technical estimate.
How many weeks are we willing to give this?
These four pieces create the frame we sell.
How We Frame Projects with Clients
During a client meeting, we use a blank FigJam board with three sections:
- Problem
- Outcome
- Not doing
This helps separate the actual problem from the solutions clients often jump to.
If someone requests a specific feature (“We need a mobile app”), we ask why.
The deeper reason usually reveals a much smaller and more focused problem.
By the end of the call, we have enough clarity to set the appetite.
Why Appetite Matters
Appetite determines the shape of the solution.
One week forces simplicity.
Four weeks allows a deeper approach.
The appetite guides the builders and sets expectations for the client.
It keeps the project grounded in reality and aligned with business priorities.
What Framing Is Not
Framing does not include:
- wireframes
- mockups
- detailed flows
- UI decisions
- task lists
- technical architecture
Framing stays high-level and focused on clarity.
Breaking Large Problems into Smaller Units
Many large project ideas contain several smaller problems.
Framing helps us identify and separate them.
For example:
- Fix reporting accuracy → 1 week
- Improve onboarding flow → 1 week
- Add missing export logic → 1 week
Keeping Clients Aligned
At the start of every check-in, we revisit the framing document.
Clients rarely re-read it on their own, so we bring the conversation back to:
- the problems we agreed to solve,
- the outcomes we defined,
- and what we explicitly ruled out.
Why This Process Works
Framing creates a clear, shared understanding.
It reduces guesswork, improves communication, and gives both sides confidence in the plan.
When the problem, outcome, appetite, and boundaries are defined upfront, shaping and building move faster and with fewer surprises.
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