When you work on a project, or receive a brief from a client, you should always be looking to add value.
If you have a brief you must answer it, but always look to add something extra, can you think of something else that is missing from the brief that would make the solution incredible. This extra time is well spent as it can really make you stand out when the client is going through the procurement process.
Think about the end users of the solution, what do they really want, what will make them go wow. Try not to add features for the sake of it, or features that you would want; features should always be driven by the end users.
If you blindly follow the brief without thinking, there will be someone out there who adds value and even if they are more expensive that you, they will probably get the job.
If you always look to do a bit more, go that extra mile, you will really start to see the rewards.

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Under promise and over deliver! Get it right and you’re laughing. I have some great “value add” stories I can tell you about some time if you’re interested?