Timing converts ordinary decisions into exceptional ones.

An ordinary decision made at exactly the right moment can produce results that no amount of brilliance produces at the wrong one. The quality of the choice and the quality of its timing are separate inputs, and the second is more often the limiting factor. Most people optimize only the first.

When preparing a decision, spend some of your thinking on when rather than only on what. Ask what would make this land better. Sometimes waiting two weeks is worth more than any improvement to the plan.