Who buys from you now. Who you want buying in a year. What they weigh you against when they choose. What the launch or the pitch in front of you actually has to do.
Some of those get answered straight away and some do not. The ones that do not are the reason this work exists in the first place, and nobody is grading you on the call.
If what you say about yourself has been decided and it stands up to a stranger reading it, the build starts from there. If it has not, that gets settled first, as a defined piece of work with an end to it.
The smallest of those is two weeks. The largest runs from that decision through to the launch itself.
There is no third route in. Work that starts ahead of that gets made twice.
© 2026 Clarity Republic · Zoltán Kosa