In a world of instant gratification, waiting is not tolerated. We want constant progress and constant growth. Anything that stands in the way is the enemy.
The consequence is short term thinking and short term results frameworks.
It turns out there is significant value in waiting. It’s not just about as soon as possible, but also about as favourable as possible. You can plant your seed whenever you want, but planting them at the ideal time increases the harvest.
Most businesses, products and deals work the same way. The right time is a less exact science.
Most likely though, the right time is a little later than you think.