If something in your software is confusing to a customer, it is confusing.

I recently learned a practice for customer communication that I’d like to document. It’s called “Hit It Twice.”

Me: Hey, I’m experiencing an issue with your software. Here’s a detailed bug report.

SAAS Engineer: What you’re describing isn’t possible.

Narrator: But it was possible.

This is a frustrating, unproductive snippet of a conversation I’ve had a few times in my career. What can we learn? Treat bug reports like gold.