ASAP
Original book (April 2020) · p. 7
When a brand says they need something ASAP, they wanted it yesterday.
When an agency says they will deliver something ASAP, they will ask the account lead how long they can stall until the client starts getting really angry.
When a tech vendor says they will deliver something ASAP, it means they haven’t even thought of doing this and are debating whether to add it to the roadmap.
When a journalist says they need a quote ASAP, you have about 10 minutes. Some people actually mean what they say.