Spec is ugly. It’s an insult to both the person who asks for it and the person who delivers it. If you ask for spec, you’re really looking to pick someone’s brain for free. How insulting to the people you want to do business with. If you say you’re willing to do spec, you devalue your own services. We were in a new business pitch with one of our partners who settled the spec question for us once and for all. When we told them our price, the prospective client said, “Well, I had a team in here last week and they showed us three ideas for nothing.” At which point our partner got up, looked at the client and said, “I sure hope you got your money’s worth” and walked out of the meeting.