I'll go first. A client once emailed me at 11pm on a Friday with: "Can you just quickly tweak the homepage? Shouldn't take long." The "tweak" was a full redesign. The "shouldn't take long" turned into 3 weeks of unpaid back-and-forth. That was the project that made me build a proper system — clear scope documents, change request processes, and a clause that "quick tweaks" don't exist. Now it's your turn. Drop your horror story below. 👇 (And if you've got a system that stops it from happening again — share that too. That's the good stuff.)

The I.C.E. framework is a powerful mental model, but mental models vanish the moment a client sends a frantic WhatsApp message. To make I.C.E. stick, you cannot just talk about it. You must visualise it. You need a neutral "Judge" that sits between you and the client. That judge is a simple Google Sheet. This sheet transforms I.C.E. from an abstract theory into a hard-edged prioritisation engine. It turns the question "What should we do next?" into a maths problem rather than an opinion contest. Here is how to build and run the I.C.E. Sheet using the "Effort" formula. 1. The Anatomy of the Sheet You do not need complex project management software. A simple spreadsheet works best because it offers zero friction. Create a single tab called "The Strategy Log" with these exact columns: - Column A: The Initiative: (e.g., "Launch Podcast" or "Fix Checkout Bug"). - Column B: Confidence (1-10): (How sure are we this will work?) - Column C: Impact (1-10): (If it works, how big is the payoff?) - Column D: Effort (1-10): (How hard/expensive is this? 1 = Trivial, 10 = massive project). - Column E: THE SCORE: The formula: =(B2*C2)/D2. - Column F: Status: (Backlog, On Deck, Active, Done). The Maths: Notice how "Effort" is the denominator (the bottom of the fraction). - High Effort divides the score, dragging the priority down. - Low Effort keeps the score high, pushing quick wins to the top. 2. The "Sort" Function (The Reality Check) The power of this sheet is not in the data entry; it is in the sorting. When a client adds five new "urgent" ideas to the sheet, the list looks chaotic. It feels like everything needs to happen at once. You simply click the arrow on Column E (The Score) and select "Sort Z → A" (Highest to Lowest). Suddenly, the reality is revealed: - Top Row: "Fix Checkout Bug" - Middle Row: "Write Blog Post" - Bottom Row: "Launch Podcast" The spreadsheet has made the decision for you. You don't have to tell the client their podcast idea is a distraction; the spreadsheet puts it at the bottom of the pile automatically because the effort is too high for the predicted return.