37 Signals Founder
One noticeable aspect of undertaking a project is that the deeper one delves into it, the more conservative the approach tends to become. This seems to be a natural progression as the stakes get higher and the room for error becomes less forgiving.
Also once it’s in the hands of users they will start asking for improvements, they won’t be expecting or asking for weird / strange ideas.
In the initial stages, where the canvas is still blank and the possibilities are numerous, stranger and more out-of-the-box ideas find their place and are more welcomed. These unconventional concepts and approaches are more at home earlier in the project timeline, where risk-taking and creative brainstorming are not only possible but actively encouraged.