My dear friend is creating his reputation-building website as a tool to promote himself as a forex-trader and asset management specialist. Since I was working as an editor and corrector while making my product catalogues, he decided to trust me the proofreading.
And we had a great fight.
He wrote a text to optimize his website in searching systems. I proofread it as a reputation-building tool. I really beleive that all the texts should be written in a vivid manner to create with a reader the sense of sincereness and opennes. By saying "to create" I mean to give a clear message that the author is open and sincere.
The fight was severe. Until the very moment we both understood we can combine those two limitations we thought were uncompatible. I was re-creating some sentences and passages after he had given me hints about optimal sentence structure for search engine inquires.
Most of limitations and conditions are perceived as incompatible but they are not. If you change the requirements specification, you can find the best solution. Not compromise, but consensus.