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“ I just need to get through this week,” every week until we die.
If you write ASAP next to due date, I reject the brief because ASAP is not a date. I appreciate that you're in a hurry, but how much of a hurry? 5 minutes? 5 hours? 5 days? Give me a target and I'll be happy to help.
Chief
When everything is important, nothing is important…