Exactly. And after you've done it a few times for different businesses you see really clearly what things you have to modulate. Then you just dig up your case studies that solved whichever set of problems they have to prove your bona fides and sprinkle on a bit of innovation and some design splash.
This hits home. 99% of work for those projects is common sense, and 1% is that special knowledge that you can learn on the job.