Agencies stretch timelines for research, stakeholder cycles, and “big launches” instead of shipping usable tools early.

Many agencies design for a “launch” (big research, big deck, big reveal) instead of early shipped value. Timelines also expand because of stakeholder scheduling, rounds of consensus, and asset production (video, photography, site builds). None of that is bad—unless it delays performance. A choosability-first approach ships usable tools early (role narratives, proof, templates) and improves metrics while the polish work continues.