Lesson 9: Why you must reject fixed deadlines (and how to train clients to own their delays)
You have secured the work. The deposit is paid. You are ready to execute. Now comes the most dangerous phase of the engagement: The Schedule Squeeze. Here is the classic scenario: The client insists on a deadline of the 30th. You agree. You submit the first draft on the 10th. The client, busy with their own internal chaos, takes two weeks to send feedback. They finally reply on the 24th, but they still expect the final delivery on the 30th. Suddenly, their procrastination becomes your emergency. You end up working evenings and weekends to meet a deadline that they jeopardised. This happens because you agreed to a Calendar Deadline. To survive, you must switch to Relative Timelines. Here is the brutal truth: A project timeline is a relay race. If the client holds the baton for three weeks, they cannot expect you to run your leg of the race in three hours. Here are the tactics to ensure the client knows exactly when the clock is ticking for you, and when it is ticking for them. 1. Kill the "Fixed Date" Promise Never promise a deliverable on a specific calendar date (e.g., "Final website by 15 May") unless you control 100% of the variables. Since you need client approval at various stages, you do not control the variables. Instead, frame your deadlines around Lead Time. Bad: "I will deliver the draft on Friday." Good: "I will deliver the draft 3 working days after I receive the signed-off brief." This subtle shift changes the psychology completely. If they take a week to sign off the brief, the deadline automatically slides by a week. You don't even need to ask for an extension; the logic is built into the agreement. 2. The "Pause Button" Clause Your contract and your "Rules of Engagement" must contain a clause regarding feedback delays. It should state clearly: "Timeline estimates rely on feedback being provided within 48 hours. Delays in feedback will result in a day-for-day extension of the deadline." But you must go one step further. You must protect your queue.