A magical oasis of knowledge, elusive to even the most brilliant minds... READ THE F*#$&'in MANUAL
If everyone on "24" followed Jack Bauer's instructions, it would be called "12".
When President Palmer quit to start doing Allstate commercials, it took him 43 takes before he could stop saying, "You're in good hands with Jack Bauer".
Look at yourself objectively as the client. If someone else brought you that description/brief, how would you handle it? If I called you and said I'm opening a sci-fi food truck named Spoons and Quarks...