A signed or verbal agreement is required prior to project commencement. If the project is large, a project initiation or a retainer payment may also be required. Once started, the work proceeds as described in the Work Flow. Not every project is clearly understood, funded, or fits into a predefined category. To accommodate these conditions and facilitate progress, we often conduct conceptualization to establish answers to the three primary questions: Who, what and why, in order to clarify or reaffirm goals of the overall plan. Many projects start undefined because the “what is possible” is unexplored. Unless some initial conceptualizing is performed, subsequent determination of work scope will remain unknown. Once a conceptual package, often referred to as “blue sky ideas” or a “set of character sketches” are produced and reviewed, discussion of a definitive scope of work can then be offered. Authorizing work up to a set amount can often produce needed direction.