This is a topic that both parties (Heroes & Villains) can read but I will direct this primarily to clients (aka Villains).  One of the questions asked of marketers and design professionals is ‘How long will this project take?’ or ‘We’d like to finish everything by such and such date, are you going to be able to do this?’.  My answer for potential clients is usually the same.  In 90+% of all projects it will be the client who will delay the project past the projected launch date. This is not good, this is not bad, this is just the way it is.

Why is this?  Well, I think it has a lot to do with familiarity on how projects unfold.  Let’s take application development for example.  A client wants a provider to build and application that will interface with their existing website or internal systems.  This usually involves coordination with an internal team.  (Red Flag #1).  The more players there are in a project, the greater the chance for the delay.  It creates a dependence on various schedules that an original estimate may not live up to.  But, if the provider has thought this out then they may have already accounted for situations like this.

Let’s take another example - a web design project.  The client approaches the provider and desparately wants the site to be launched by a certain date.  The project is then scoped out, an estimated launch date is given - but not before the provider lists out various items/tasks that the client will need to do in order for the schedule to remain intact.  Once of these tasks may be something like photography.  It goes without saying that if a client is selling a product or service they should really have high quality photography available to help sell their services.  Well, now we’re dependent on the photographers schedule.  When the project started, the client had 2 months to deliver the final photography and 3 months later they have yet to send over a single photo.

What about copy?  If the marketing agency is not providing copywriting, then it is up to the client to provide all copy for the website, brochure or marketing piece for the project.  Easy right?  Sometimes clients forget, that when they embark on a large project they too will have work that needs to be accomplished.  Failure to deliver these assets on time will result in project delays that are not the fault of the service provider.

Although a lot could be written about the topic of project timelines, there is a very important item that has to be mentioned.  If the client is schedule to deliver project assets by a certain date - and misses that date by say… 7 work days, THIS DOES NOT ALWAYS TRANSLATE INTO THE PROJECT BEING EXTENDED ONLY 7 DAYS!  This is a very important topic to understand and realize before moving on a project.  If the service provider has carved out their schedule to account for this project (Let’s call it Project A) - and they also are engaged in Project B and C.  Then a 7 day delay on the part of the client will most likely not result in a 7 day delay for the service provider.  Why?  Time is money and the service provider’s time is equally as valuable than the client’s time.  The knee jerk reaction on the part of inexperienced clients is that on the day they finally deliver the assets, they tend to think that the service provider is sitting next to the phone ready to move again on the project at a moments notice.  The service providers other projects have now taken precedence over Project A.  While it is the goal of the service provider to efficiently tackle and knock out projects in a sufficient manner, we are not in the business of losing or damaging our reputation with other client’s at the expense of your delays!

I’m not saying that we don’t make mistakes ourselves or, at times, because of circumstances beyond our control - we are unable to live up to our original time estimates.  This happens and we should take responsibility for these situations.  What I am saying is that in nearly all cases of taking on marketing, web, print and video projects, it is not us (or at least it shouldn’t be my fellow heroes) that delays projects.  In fact, it is the clients that result in 90% or more of project delays.  This, as I mentioned before, is not good or bad.  It just ‘is’.  ‘Bad’ results from not recognizing this phenomenon and handling it appropriately.  This is not to be punitive, but systematic.  This is not about taking advantage of a client’s miscalculation, but in handling it appropriately so the service provider doesn’t suffer as a result.  And remember, time IS money.


SP