How To Set Deadlines For Client Deliverables

How I Set Expectations So Things Don’t Slip as a Program Manager at Amazon Most deadlines don’t get missed because people are lazy. They get missed because expectations were unclear. At Amazon, alignment isn’t optional…it’s how we move fast without creating confusion. Here’s how I set expectations early…and keep things from slipping: 1/ I write down what “done” actually looks like ↳ Not just “finish the doc” ↳ But “complete draft with metrics, reviewed by 2 teams, and shared by Friday” Example: I once asked an SDE to finalize “the dashboard,” but they thought I meant visuals…I needed filters too. Now I write detailed definitions of done. 2/ I repeat timelines in writing ↳ Verbally aligned = easily forgotten ↳ Written timelines = shared truth Example: After any kickoff, I send a recap that includes the key milestones, owners, and due dates. If it’s not written, it’s not real. 3/ I ask people to confirm in their own words ↳ “Can you recap what you’re owning?” ↳ It surfaces misalignment early Example: I had someone say “Sure, I’ll get it done” but when I asked them to repeat the task, they described something completely different. Easy fix…because we caught it fast. 4/ I set check-in points…not just a final deadline ↳ Midpoints help course-correct ↳ It’s easier to fix week 1 than week 4 Example: For a 4-week launch, I add 2 mid-checks: one for progress, one for review. That’s saved me from last-minute fire drills. 5/ I clarify escalation paths up front ↳ “If you hit a blocker, who do you ping?” ↳ Removes friction when things go sideways Example: We once hit a resource crunch mid-project…because no one knew who could approve temp help. Now I list “go-to” escalation contacts in every kickoff doc. You don’t need to micromanage. You just need to make expectations unmistakable. How do you set clarity from day one?

Adding a simple project timetable could increase your chances of landing your next long-form content project opportunity. Ever noticed how contractors handle home improvement projects? They give you an estimated start date based on their current schedule, which can change depending on when you decide to move forward. As homeowners, we understand and accept this flexibility. It makes sense that changes in scope or decisions can affect the timeline. So why not operate this way with clients on complex projects like white papers or ebooks? These projects involve multiple steps: kickoff calls, SME interviews, research, outlines, revisions and more. Not to mention the critical milestone of getting the signed contract and deposit. So, what happens when you promise a deadline without detailing key project milestones? You risk derailing the project. If the client takes longer than expected to return the signed agreement or feedback, you're suddenly racing against time to meet your quoted deadline. The solution? Include a simple project timeline table with your fee agreement. Nothing crazy or super-detailed. But it should highlight: 1. Key milestones 2. Due dates to the client 3. Due dates back to you And don't forget to list when the signed agreement and deposit are due. Without these, you can't even start! So next time you're quoting a complex project, consider this approach. Make the client aware of the table upfront. While it won't prevent every hiccup, it'll significantly reduce the risk of your project going off the rails -- and of you having to taking the blame. Remember, just like remodeling contractors, writers need to set realistic expectations and account for the ebb and flow of client interactions. Your project timetable could be the tool that keeps everything on track and everyone happy.

We once built an entire email strategy around a client's product launch date, only for them to delay by 3 months. That miscommunication cost us $200K in projected revenue. Here's the system we now follow to prevent it from happening again. 1. Document everything in writing No more verbal only agreements or assumptions. Every key date, deliverable, and dependency gets documented and shared with all stakeholders. This creates accountability and gives everyone a single source of truth to reference. 2. Implement regular check-ins Schedule brief status meetings to confirm timelines are still on track. These quick touchpoints help catch potential delays early before significant resources are invested. 3. Build buffer time into all schedules Add extra time to every major milestone (just in case). This padding accounts for the inevitable hiccups that occur in any project without derailing the entire strategy. 4. Create contingency plans For every campaign, develop Plan B scenarios: - What if key elements are delayed? - What if resources are limited? - What if priorities change? Having these alternatives ready means you can pivot quickly without starting from scratch. 5. Leverage dependency roadmapping Implement a visual system that shows how each part of your strategy connects to deliverables. This makes it immediately clear to everyone what happens if one piece gets delayed. The biggest lesson? Communication breakdowns are expensive, but they're also preventable. By implementing these systems, we've reduced timeline-related issues dramatically and saved countless hours of rework. What systems have you built to prevent costly miscommunications?