In kicking off a typical web project, there are some generally agreed upon roles and responsibilities that help move the project along and get things done:

• Project/product managers define the project goals, create a project timeline, and make sure that things are getting done as planned
• Information architects organize all the site content into something that makes sense and will help users find what they need
• Designers craft the look and feel of the experience and make sure the site is sticking to brand standards
• Developers code the site and make sure all the functionality is working as it should
• Etc…
• Etc…

All these roles are helpful, and probably necessary. But when things get too structured, it becomes harder for people to push beyond their bullet list of expected deliverables and responsibilities.

So whose job is it to make the magic happen? Who is in charge of pushing the project into uncharted territory? To not just leapfrog the competition, but to chart a brand new path altogether?

Sometimes a budgeted scope is the enemy of innovation. Make sure you leave some room for the unexpected.