I recently consulted at a business
that delayed its launch by a month…
for two years.
At first, the delays meant something.
There was disappointment by
investors, staff, media, prospective patrons,
and then the excitement rebuilt.
It made the papers.
It was talked about.
Two years later… not so much.
Now the deadlines not only meant nothing,
but were expected.
There was no push to meet them
because they “could always be moved.”
Set a deadline and meet it.
Move drop dead dates only when absolutely necessary.