Good editorial. Jeff, well worded rules, they remind me of 3 rules of robotics. 🙂

Most of customer requests break the first rule. Then there are poorly thought requests that introduce a lot of side effect and the change over time, sometimes even to the opposite of original request.

So, if you reject requests as not doable, you're hurting your business. If you accept requests without brainstorming, you're hurting your and customer business.