Ask Why does scope creep keep happening even when everything was clearly agreed on before starting?

[Brendan]

One of the most common frustrations in freelancing is watching a project grow beyond what was originally discussed, even after a clear brief was set. Clients often add small requests that seem minor on their own but pile up into something much bigger over time. Having a written agreement does not always stop this from happening because some clients simply do not re-read what they signed. Why do you think scope creep is still such a common problem, and what has actually helped you manage it?