Urgency and Focus

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Necessity may be the mother of invention, but Urgency raises it to a whole other level.
For example, there is nothing like a release date to seriouslyfocus attention.
Especially if the release date is co-ordinated across the entire organization, with Marketing, Sales, Support, Finance, the Board, and, well, everybody else involved — and dependent! — on the release 
(Mind you, this is not about unreasonable expectations (“The entire code-base can be refactored by friday, yes?”), that is entirely different issue, and if you have any agency at all, you should avoid it.)

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