A deadline isn’t a target.
Creative people are legendary when it comes to doing things last minute. It’s something about the rush, the adrenalin of running out of time that pushes the creative species into action and gets down to work. It’s the moment when procrastination simply can no longer happen. Or when the deadline isn’t some abstract date in the distance.
But a deadline isn’t a target. And it shouldn’t be.
We all need the creative maturity to set our own targets and become disciplined enough to hit those. And, well, a target can be hours or days before the deadline.
Why do we miss deadlines? We fall victim to planning fallacy – a built-in optimism all humans have that underestimate how long it will take to complete a task. We plan things in perfect order, thinking everything will go according to plan. But in life, and especially in a creative agency, a plan is not something great work goes according to. So when planning, plan for double or triple the time you think you need. And hey, it never hurt anyone to miss a deadline on the right side.