Episode 47: Why Most Software Projects Fail Before a Single Line of Code
Interview: Reducing Software Risk Through Upfront Clarity
Behind the Agency Podcast with Jeff Francis, Founder of Eno8
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Prefer the highlights? Key takeaways and summary below.
TL;DR – Key Takeaways
Most failed software projects don’t fail in development—they fail before development even starts.
Jumping straight to estimates and requirements is one of the most expensive habits in product development.
Eno8’s Innovation Lab creates clarity before code, dramatically reducing risk.
Early-stage “generic dev shop” positioning almost pulled the agency away from its original vision.
Smaller, low-commitment first steps convert better than “big build” pitches.
Writing detailed user stories too early is often wasted effort.
Continuity between planning and execution teams matters more than most agencies realize.
Saying “no” to building the wrong product is still a win for the client.
Does This Sound Familiar?
The client arrives ready to build. They have a deadline, a budget, and a document that reads like requirements without quite being any. You price it, you build what they asked for, and nine months later everyone is disappointed in a project that did exactly what was specified.
So it looks like a delivery problem and it never was. Jeff Francis puts the failure earlier than most people look. Most software projects fail before development starts.
He built Eno8 around closing that gap, and it took about 9 years to get from generic development shop to a focused innovation practice. Eno8 runs an Innovation Lab that creates clarity before code, which is a paid engagement rather than a free scoping call.
And that changes what the first sale is. A small, low-commitment first step converts better than pitching a big build, because you're asking the client for a decision they can actually make today.
Now, his hardest line is the one that costs money in the short run. Saying no to building the wrong product is still a win for the client. That's easy to agree with and expensive to actually do, which is why it's worth hearing him explain how he prices it.
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Meet the Guest
Jeff Francis is the Founder of Eno8, an innovation studio that helps companies design and build the right software products before investing millions in development. With a background in custom product development and mobile apps, Jeff now works with founders and product leaders to reduce risk, improve clarity, and avoid failed software launches.
Before Eno8, Jeff exited a mobile app development company—an experience that heavily shaped his views on why so many products struggle.
Episode Summary
1. From mobile apps to innovation studio
Jeff started Eno8 nearly nine years ago after exiting a mobile app business. While he had deep experience in mobile, he intentionally didn’t want to build another “mobile-first” agency. Instead, he saw a bigger, longer-lasting problem: companies will always need help innovating—no matter what technology is trending.
That insight led to Eno8 positioning itself as an innovation studio, not just a development shop.
2. The trap of becoming a “generic dev shop”
Like many agencies, Eno8 drifted away from its original vision in the early years. Revenue needs pulled them toward familiar mobile app work. The business was stable—but uninspiring.
“We were profitable, but we weren’t aligned with the vision we started with. And that kind of stinks.”
The realization: being a generic dev shop is survivable—but brutally competitive and creatively draining.
3. Solving the real problem before code
Jeff noticed a pattern across failed projects: lack of clarity before development. Bad assumptions. Vague goals. Rushed estimates.
Instead of starting with quotes and timelines, Eno8 began offering a smaller, lower-risk entry point: the Innovation Lab.
This reframed the sales conversation from “How much will it cost?” to “What should we even build?”
4. The Innovation Lab framework (high level)
The Innovation Lab evolved over time, but the core idea is simple:
Clarify the problem worth solving
Define success before development
Reduce uncertainty around scope, budget, and risk
Create artifacts clients can use—even if they don’t continue
Key iteration lessons:
Epic-level requirements beat early user stories
UI/UX design delivers more early value than specs
Planning teams should stay involved through execution
5. The biggest mistake Jeff sees
Rushing into development because “we just need to build something.”
“That’s a terrible way to build products.”
The fix: slow down just enough to ask better questions and create shared clarity.
6. Why founders still matter
AI may speed up development, but it doesn’t decide what to build. Jeff believes clarity, judgment, and problem framing will become even more valuable as tools get faster.
The Innovation Lab becomes more important—not less—in an AI-accelerated world.
7. A healthy view of partnerships
Jeff takes a long-term view on partnerships. No squeezing the last dollar. No scarcity mindset.
“I don’t need to take the last dollar. It’s about growing the pie.”
That mindset has shaped Eno8’s approach to referrals, resourcing, and marketing partners alike.
Notable Quotes
“Most software projects fail before development even starts.”
“Jumping straight to estimates is one of the most expensive habits in our industry.”
“Saying no to building the wrong product is still a win.”
“AI makes knowing what to build more important, not less.”
Related Episodes
Ep. 12: Strategy Is the Only Thing That Cannot Be Commoditized
Ep. 53: How a WordPress Agency Wins Enterprise Publishers Without Enterprise Headcount
Learn More / Get in Touch
Visit → https://eno8.com
LinkedIn → https://www.linkedin.com/in/jeff-francis/
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