" The expensive act of planning on late When you’re late, there’s not a lot of room for choice or decision or initiative. When you’re late, the path is well lit, and the choices are clear. Run! Run down the path you’ve run down before. Late is a tool for people unable to find the guts to stand for their acts. Late gives us cover; it permits us to trample forward, without creativity or panache. “Can’t you see I’m late!” we shout, as we do what we have to do, without even pausing to think about what we could do instead. Late might be useful, except that late is incredibly expensive. This strategy, the one we choose so we can avoid the fear of choice, costs us in so many ways. It degrades quality, misses airplanes, charges overtime, and shuts down those around us. It’s also exhausting. The alternative to planning on late is to initiate before it’s required, to ship before deadline, to put the idea out there before the crisis hits. This act of bravery actually gives you influence, leverage, and control in a way that planning on late never can. "

― Seth Godin , Poke the Box