For a long time, we believed that a higher number of enquiries meant we were on the right track.

For a long time, we believed that a higher number of enquiries meant we were on the right track. The design team was always occupied, requests were coming in from multiple customers, and on the surface, it felt like strong demand.

But over time, a gap started to show. The effort going in did not match the outcomes we were expecting. The team was busy, yet the business impact was not growing at the same pace.

This led us to pause and ask a simple question. Are all enquiries actually equal, or are we treating them that way by default?

That question forced us to look inward, not at the market, but at our own system. We began to examine how enquiries were entering, how they were being handled, and whether the structure itself was guiding the right kind of work.

What we discovered changed the way we approached the entire process. The issue was not about getting more enquiries. It was about understanding which ones truly deserved attention.

We made a small shift in how the system worked. The effect of that change was far more significant than we had expected.

Sharing what we changed and what it led to in the full article!