Leveraging Timing for Maximum Impact

Marketers love to obsess over the what. What’s the perfect email subject line? What call-to-action will drive clicks? What creative will stop the scroll? But there’s ONE thing that can overshadow all of that if you don’t pay attention: Even the most brilliantly written copy will fall on deaf ears if it doesn’t land at the right moment. There’s a narrow window where your audience is most primed to engage. AKA Engagement Window Theory Miss it, and even your best efforts won’t move the needle. Hit it, and even average content can outperform your expectations. We like to believe our audience is hanging on every word we write or every campaign we launch. Unfortunately, they’re probably not. People don’t make decisions on your schedule—they make them on theirs. Whether it’s a buying decision, opening an email, or clicking an ad, it all comes down to timing. For example, think about Black Friday. It’s not the best ads or emails that win—it’s the brands that show up exactly when the consumer is in "buying mode." The same principle applies year-round. Your audience has rhythms, habits, and needs that determine when they’re ready to engage. If your timing doesn’t align with those factors, even the most perfectly crafted campaign will feel irrelevant. Start diving into your data to better understand what timings work best for your content. When do your emails get opened the most? What days or times drive the highest clicks and conversions? If you’re running paid ads, look at when your CTR or ROAS spikes. These stats are breadcrumbs leading you to your audience’s engagement patterns. Timing also requires understanding the context of your audience’s life. Are they parents with busy mornings, or professionals scrolling late at night? Does demand for your product spike seasonally, like gym memberships in January or sunscreen in summer? Get inside your audience’s head. Funny enough, even mediocre content can perform if it hits at the right moment. I’ve seen emails with lackluster copy convert like crazy during key buying moments, and I’ve seen stunning creative flop because it arrived when no one was paying attention. Make sure you drop your content during the key buying moments. To apply Engagement Window Theory: Audit your timing strategy as critically as you do your creative. Test sending campaigns at different times. Pay attention to what competitors are doing during key windows, and look for gaps you can exploit. And remember, timing isn’t a one-size-fits-all concept—what works for one audience or industry might completely miss the mark for another. Get your timing right, and your audience will be ready to engage when your message arrives. Ignore it, and you’re leaving money (and opportunity) on the table.

I wasted $47,000 and 18 months building the same idea Facebook made billions from. The difference? They passed a simple timing test I didn't even know existed. In 2001, I built "6Degrees" - a private social network. Great idea, solid tech, positive feedback from friends. But I was 2-3 years too early. When Facebook launched in 2004 with essentially the same concept, they exploded while I struggled for users. Here's what I learned: Timing trumps everything. Bill Gross (Idealab founder) studied hundreds of companies and found timing was the #1 factor determining success - more than idea quality, team, or funding. Google wasn't the first search engine. Ford didn't build the first automobile. Tesla didn't create the first electric car. None were first movers. They were fast followers with better timing. The good news? Timing isn't luck. There are 3 specific signals - what I call the "Timing Trifecta" - that show when an idea's time has come: 🔄 Inflections: External changes that break the old way ⚡ Impact: Measurable stakes that force behavior change 💡 Insight: Contrarian perspective others don't see yet You can test for all three in under 5 minutes. Facebook passed all three. 6Degrees failed on impact and insight. The lesson: Test your timing before you build. It can save you years of wasted effort. Want the complete 5-minute framework? I break down the full Timing Trifecta methodology in my latest YouTube video. What's one inflection you're seeing in your industry right now (other than AI)?

In the world of influencer marketing, we often focus on finding the perfect creators with the right audience match. But after working with dozens of brands and hundreds of influencers, I've discovered something crucial: the secret weapon behind truly successful campaigns isn't just talent selection—it's strategic planning through a robust content calendar. I have personally always maintained broadly 2 months of content calendar so that even if there's any emergency on anyone's end, continuity doesn't break. This approach has proven invaluable for ensuring consistent brand presence regardless of unexpected challenges. Why Planning Ahead Matters The most impactful influencer partnerships don't happen by accident. They're carefully orchestrated through advance planning that: * Creates narrative consistency across multiple creators * Aligns perfectly with your broader marketing initiatives * Capitalizes on seasonal trends and cultural moments * Prevents content gaps during critical business periods Building Your Influencer Content Calendar Start by mapping your entire quarter with: * Key campaign dates: Anchor your calendar around major marketing initiatives to ensure influencer content amplifies your primary messages. * Product launches: Schedule creator content to build anticipation before launches and maintain momentum afterward. * Industry events: Leverage trade shows, conferences, and award ceremonies to create timely, relevant influencer content. * Seasonal opportunities: Plan for holidays, seasonal trends, and cultural moments when your audience is most receptive to specific messaging. Then work backward to schedule: * Creator briefings (2-3 weeks before content needed): Give influencers ample time to understand your brand, brainstorm creative angles, and produce high-quality content. * Content approval windows: Block dedicated time for reviewing submissions, providing feedback, and ensuring all content meets brand guidelines before going live. * Posting schedules with buffer time for adjustments: Plan specific publishing dates while allowing flexibility for last-minute optimizations based on platform trends. * Performance review periods: Set aside time to analyze metrics, gather insights, and refine your approach for future influencer collaborations. Early Results Initial data shows improved engagement metrics and more cohesive brand storytelling across creators. Marketing teams report less last-minute scrambling, allowing greater focus on strategy over crisis management. Creators appreciate the structure, enabling them to plan workflows while maintaining authentic content. What are your thoughts? Do you believe in planning influencer content far in advance, or do you prefer a more agile approach?

The science of sales in SaaS is evolving fast - and timing is everything The internet changed software. And with SaaS shifting software from CAPEX to OPEX, we now see companies transacting in software far more frequently. With the average company purchasing around 30 SaaS solutions a year, knowing when and why you’ll be prioritised over competitors - or even unrelated tools - is critical. Here’s where the concept of the critical event comes into play. A critical event isn’t just another buying signal; it’s a pivotal moment when your solution meets the customer’s urgency threshold. Understanding this timing and weaving it into your sales process can significantly boost your win rate in recurring revenue businesses. Here are three tips for identifying and leveraging critical events: 1. 𝗜𝗱𝗲𝗻𝘁𝗶𝗳𝘆 𝗽𝗮𝗶𝗻 Listen for signals of specific challenges that are becoming intolerable. As the pain threshold rises, so does the urgency to find a solution. 2. 𝗠𝗮𝗽 𝗰𝗿𝗶𝘁𝗶𝗰𝗮𝗹 𝘁𝗶𝗺𝗲𝗹𝗶𝗻𝗲𝘀 Work backwards from a known event (like a quarterly review or project deadline) to understand when your solution’s impact will be highest. 3. 𝗣𝗼𝘀𝗶𝘁𝗶𝗼𝗻 𝗳𝗼𝗿 𝘁𝗵𝗲 𝘄𝗶𝗻𝗱𝗼𝘄 𝗼𝗳 𝗮𝗰𝘁𝗶𝗼𝗻 Once a critical event is identified, use it to guide your conversation. Connect your solution’s benefits directly to the urgency of the event for maximised relevance. In a world where you’re competing against dozens of other solutions, perfecting this science of timing can make all the difference in driving sustainable success. #SaaS #SalesScience #CriticalEvents #SalesStrategy #RecurringRevenue

One thing I wish my industry would start doing more often: Considering marketing, publicity, and audience engagement when making publication timeline decisions. Sales and distribution feedback is valuable, but it shouldn’t be the 𝑜𝑛𝑙𝑦 factor driving when a book hits the shelves. A strategic, holistic approach—one that aligns with media opportunities, audience behavior, and an author’s ability to build momentum with their network—can make all the difference in a book’s success. Because timing isn’t just about when a book is available—it’s about when it has the best chance to make an impact. Here’s why: 📆 Timeliness & Relevance – If a book has a natural tie-in to a major event, awareness month, or cultural moment, its release should align strategically. → Example: A memoir that focuses primarily on an author’s experiences with breast cancer would ideally launch in October in connection with Breast Cancer Awareness Month, which brings an elevated level of attention to the topic from both an audience and media perspective. You’d be surprised how often that timing is not the case! 📰 Media & PR Strategy – Publicity efforts don’t start on launch day. The final 2-4 weeks before publication are critical for confirming final details from earlier media outreach and sparking new interest as we celebrate the book as a new release. → Example: A book with strong ties to “New Year, New You” themes was released the first week of January—but that meant we would be trying to pitch media in this final pre-pub push around the weeks of Christmas and New Year’s. Shifting back just slightly to a mid- or later January date would have given us (and her!) more time with media and her networks when they were a bit less distracted to fully capitalize on the messaging. 📣 Audience Engagement – The author’s own network is often the most powerful driver of early book sales. If a publication date lands during a time when people are checked out (think Labor Day weekend, back-to-school chaos, or the holiday slump), it makes launching far more difficult. Instead of leaning primarily into the direction of sales and distribution insights, publishing needs to take a big-picture approach—one that factors in publicity, marketing, media strategy, and audience behavior. Because at the end of the day, a book’s success isn’t just about where it’s stocked in stores—it’s about visibility, momentum, and engagement. What are your thoughts—should publishers rethink how they set release dates? Let’s discuss in the comments! #Marketing #Publishing #Author #ThoughtLeadership #Leadership

Time is your most valuable asset: how I manage team of 59 specialists while running a medical device company In the world of medical device development, every minute counts. After helping bring 150+ projects to life at OVA Solutions, I've learned that time management isn't just about productivity - it's about creating space for innovation that actually matters. My 5 non-negotiable time management principles: 1. The 2-hour Deep Work Block Every morning, I block 2 uninterrupted hours for the most complex problems. No emails, no calls. Your brain needs runway to solve complex problems - give it that space. 2. The "Three Things Only" Rule Each day, I identify only three meaningful outcomes I need to achieve. Not tasks - outcomes. When you're developing medical devices that people's lives depend on, you learn to distinguish between busy work and work that drives real impact. 3. Energy Management > Time Management I track my energy patterns, not just my time. My creative thinking peaks from 9-11am, so that's when I schedule innovation sessions. Technical reviews happen from 2-4pm when my analytical mind is sharpest. Work with your biology, not against it. 4. The 50/10 Method 50 minutes of focused work, 10 minutes of complete disconnection. This simple reset prevents decision fatigue - critical when one decision could affect patient safety. 5. Weekly "Possibility Time" Every Friday afternoon is sacred - it's for exploring new technologies with no immediate application. This seemingly "inefficient" time has led to our biggest breakthroughs in surgical robotics. What I've learned running a medical R&D company is that resilience comes from rhythms, not random sprints of productivity. When facing high-pressure deadlines and complex challenges, your internal systems become your greatest strength. What's one time management practice that's transformed your work? Share below. #TimeManagement #MedicalDevices #Leadership #ProductDevelopment #Innovation

Best Exit Timing Strategies for Maximum Impact and Value ⏳💼 Exiting your business is as much about when as it is about how. Timing can make the difference between a lucrative, smooth exit and one full of missed opportunities. Here are some key strategies to help you time your exit perfectly: 1️⃣ Exit When Your Business is Thriving  One of the best times to exit is when your business is performing at its peak. Buyers want to invest in growth, not fix problems. If your financials are strong, your team is solid, and the business is expanding, it’s the perfect time to attract top buyers and command the best price. 2️⃣ Take Advantage of Market Conditions  Timing your exit based on the market is critical. If your industry is experiencing high demand or valuations are at a peak, that’s a strong signal to consider exiting. Conversely, avoid selling during economic downturns or market slumps when buyers may offer less. Stay informed and be ready to act when the market is in your favor. 3️⃣ Plan Around Tax Implications Exiting at the right time can also reduce your tax burden. Keep an eye on capital gains tax rates, and work with a financial advisor to structure your exit in the most tax-efficient way. Sometimes, waiting for tax changes or planning your exit in a particular fiscal year can save you millions. 4️⃣ Personal Readiness Your timing isn’t just about the business—it’s about you. Are you mentally and emotionally ready to step away? Exiting when you feel ready to move on, whether for a new venture or more personal freedom, ensures you transition with clarity and purpose. There’s no point in exiting if you’re not prepared for the next chapter. 5️⃣ Have a Successor or Buyer Ready  Timing your exit becomes easier when you have the right successor or buyer lined up. Whether it's an internal transition to key leadership or an external buyer, having someone ready to take over minimizes disruption. If your ideal candidate isn’t ready yet, it might be worth holding off until they can take the reins confidently. 6️⃣ Consider Industry Disruptions Keep an eye on emerging trends and technologies. If you anticipate a major disruption (positive or negative) in your industry, you can time your exit accordingly. Selling before major changes can help you avoid risks, or during an upward trend, you can capitalize on future potential. Ultimately, the best exit strategy is about aligning your business’s performance, market conditions, and personal readiness for the next phase. Which timing strategy resonates most with your business right now? 🤔