Things often turn out to be different from what we might have expected. Probably most of all web agencies covering software development come to that conclusion quite quickly due to misunderstandings, wrong expectations or even worse, failures. Customers no matter what sector always aim to get the best product. Unfortunately the term best is not an absolute state. So the experience has shown that requirements, how the actual product should look like or how it should work became more and more dynamic (up to now nothing really unexpected). The question this paper tries to answer is not how to change this behavior but to take advantage of it.