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I've heard "I need it yesterday" countless times throughout my career, and it has never quite sat right with me. Now I’ve figured out why.
Timing isn’t always top of the agenda for new projects, but when it is, there are two distinct versions of “it’s very urgent” — and only one of them is truly real.
The first is a generic sense of urgency — the feeling of being late. It’s the kind of urgency that’s reiterated in meetings but rarely comes with accountability.
The second is a real target date — it’s tied to an actual event, a regulatory requirement, or a contract with a fixed date.
1. “We’re Late”
I hear this when an organization reaches out to tell me that their project is behind schedule.
"We needed it last quarter!"
I’ve learned that, in this situation, the project isn’t actually urgent. It’s labeled urgent by the ‘higher-ups’ in meetings, but it’s not treated that way. How do I know? Because if the project were truly a priority, it would have started already. Actions speak louder than words.
There are always numerous reasons why a project might be delayed, but the outcome is often the same: it gets postponed.
Turns out, it wasn’t that urgent after all.
2. “We Have a Target Date”
This is the real deal. If I hear this, I know the team is serious about completing the project on time.
When customers or stakeholders push for early results, the timeline becomes critical. Everyone drives the project forward with momentum and focus. Timing truly matters here.
This is why startups often succeed at shipping projects, while corporate innovation programs frequently stall. Startups live with an implicit target date — they only have so much money in the bank, and they need a working product before it runs out.
Target Dates + Accountability = Magic
If you need to create urgency for a project, two things are essential: a target date and accountability. A target date sets clear expectations, while accountability ensures that even if the date slips, you can approach (or even reassess) the next step.
The hardest part is having that honest and open conversation. It’s tempting to ignore timing issues, which is exactly why target dates are so important. When progress falls short, the discussions that follow are the only way to truly understand what can, and cannot, be achieved.
Think about that the next time someone asks you to complete a project yesterday.
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Giulio Michelon is the CEO and cofounder of Belka. Find him on LinkedIn and send your complaints about timing mishaps to g@belkadigital.com. He’ll get back to you ASAP.
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