In our business, we say great marketing is never finished; the deadline simply arrives. A deadline should be reasonable to the task and mutually agreed by all parties. But often the pressure of a short deadline can be useful in focusing our efforts and arriving at unique solutions. Conversely, without an imminent deadline, we may succumb to human nature and procrastinate, which is also anathema to creating great marketing. And “ASAP” is never an acceptable deadline since it neither creates a finite end date or an equitable period to accomplish the task successfully. The most important thing is to make the most of the time we have. Start the assignment early to squeeze as much into the process as possible and finish early to allow time for review and refinement.