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  • Writer's pictureDel Chatterson

Timing is everything

Timing is everything

And it’s your choice

In decision making, we often spend a lot of time analyzing the who, what, where and why, without giving sufficient consideration to the when. It seems obvious, as soon as possible, now that we’ve decided. But maybe not.

We always have a choice to make. It’s now or later. Maybe never. Deciding not to decide is also a choice.

We cannot go backwards and do it sooner than right now, so let’s not waste time on regrets and the shoulda, woulda, coulda self-flagellation. Your choice of timing may have more impact on the consequences than all the other considerations. The important decision is: When?

Whether it’s start-up or shut down, launch or terminate, hire or fire, buy or sell. Timing may be more important to getting the best results than any of the other decisions. Discussions and decisions on packaging, pricing, target markets, marketing copy, graphics design, sales pitches, tools and tactics may never end. You can always wait for more information, lower costs, better test results, more resources. But when to go or not go is the real question.

It is your choice and it will be wrong a lot of the time. Remember not to waste time on the self-flagellation. Extract the lessons you can from the experience and do better next time.

Be better. Do better.

Your Uncle Ralph, Del Chatterson

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