At every agile meetup I’ve attended (and I’ve been to quite many by now) an inevitable question pops up: we’ve become agile but our customers have not; what can we do about it? Over the years I’ve come to a realisation that while we can preach all day customer collaboration and acceptance of change, our customers are busy with their own issues and all they want to hear from us is a promise what functionality will we provide by which date and at what cost. Our naive expectation that we can somehow eschew the iron triangle, is actually a clear sign that we don’t really care about our customers and their problems, but only about our own convenience and well being. But everything is not lost! By having an in-depth understanding of the customers and by leveraging the fact that they are actually the ones with the most skin in the game (even more than we do), a good product/project manager can make tough choices while keeping the trust of the customer and eventually delivering results in line with the expectations of all the stakeholders, not just product people and engineers.