“I love deadlines. I like the whooshing sound they make as they fly by.” - Douglas Adams
The problem with running a software company which creates a product for many users, like more than half a million at the moment… is that we don’t have any fixed deadlines set by people who use Nozbe.
We need to create deadlines ourselves. Self-imposed deadlines.
And the problem with such deadlines is the fact that they seem fake. Artificial. Made up. Unnecessary.
Why just not work without deadlines?
Because we’re humans.
When there’s no deadline we get lazy. We get perfectionist. We take all the time in the world to making our creation perfect. Or even better than perfect. We even might try to explore all of the alternatives before we decide on something.
When there are no deadlines we cannot hold each other accountable. Not to anyone, not even to ourselves.
When there are no deadlines we’re less likely to ship what we’ve created. And when we don’t ship what we’ve created we’re more likely to get demotivated…
We, the humans, need deadlines
Deadlines motivate us to get something out. To finally show it to the world. To get the feedback. The good, the bad and the ugly. And to iterate and ship again!
Just like Seth Godin asked:
“How do you make sure you ship on time and on budget? Well, when you run out of time, you ship. When you run out of budget, you ship.”
To be able to run out of time we need a deadline.
So we set one.
I’ll share it with you soon. Meanwhile I’ll let the deadline sink in. I’ll let myself and my team digest it. And get excited. Because with this deadline we’re committing ourselves to shipping something great for you.
And I really can’t wait to share it with you… and to do that we have to now really meet this deadline!
Let’s do this.
P.S. Special thanks to Michael Hyatt for his last episode about deadlines, which reminded me how important deadlines are to what we do.