You’re deep in the middle of a project. You've already identified pain points, assessed needs, done research, looked and explained the data, and now it's time to talk solutions. You gather the stakeholders, present your case, lay out some solid solutions, they listen attentively, and…*eerrrrht*. You get "Gee, that's impressive. We should do that, but we can't."
You’re armed with THE books, you’ve got a game plan, you’ve had that initial meet and greet, heard the wants, assessed the major pain points, and now you’re ready to get to work. It's time for discovery, for interviews, user research and…*eerrrrht*. The whole process comes to a screeching halt.