We Code the “Impossible”—Not the Impossible

Image of an optical paradox, the "Penrose Triangle"

As you can see on the Art+Logic website, our slogan is

Coding the “impossible.”®

This refers to the fact that in many cases, clients have come to Art+Logic with a problem that they were told was “impossible” to solve, and we delivered. This is an honest claim. It does not mean that we code what we believe to be impossible. This would be a dishonest claim.

At some custom software firms, it is their primary goal to make a sale—any sale—without concern for how the project will be accomplished. There are software salespeople who will promise the moon and stars in three months for a fixed cost of $10,000. In fairness to the developers at those firms, the salespeople do not involve them in the sales process, so they are usually the first to be surprised, long before the client is disappointed. Many software horror stories going back decades start in such ways.

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