I was tempted to have the title as '10 Things that an architect should never tell a client'.! Not always that you happen to read an article on a different profession and wonder how aptly it describes yours.
Couldn't resist sharing the article titled '10 Things that a photographer should never tell a client' on the December 2012 edition of Better Photography magazine, because each line was relevant to architecture profession as well. Just exchange the specifics and see how it starts making sense.!