You've hit it on the nail - assembling code or building a programmatically controlled ESB is not rocket science - asking the right questions, and being able to get people to spec without knowing "how to code" or "understanding" tech is much harder. This is where have spent a large portion of our time in building out the "Studio" where you can choose templates, or problem sets and then we organize "features" and "workflow" logic behind it. The entire lifecycle is designed around the idea of an assembly process rather than a consulting - so its more prescriptive (we ask a lot of questions upfront) - its important to note that you still get connected to a human product manager, and there are designers from the capacity side (we work with over 100 dev shops around the world that give us designers and developers).