A typical kickoff conversation on the digital marketing / branding agency side of things (trust me, I know):

Agency: “What makes your product better than its competition?”

Client: “Our product isn’t really any better.”

Agency: “Okay. What are its distinguishing characteristics?”

Client: “It doesn’t really have any.”

Agency: “Does it at least meet your customers’ needs?”

Client: “Mostly, yes, but it also has a ton of issues we need to fix.”

After a few thousand of these conversations, I could no longer resist the siren call of product development.