Introduction

I used to seriously dislike deadlines. I’d definitely roll my eyes when someone brought up another project deadline and my backlog became an ordered list of deadlines. “Projects have end dates, products do not.” Projects are clear, with a set finish line, while products are complex, evolving, and never truly “done.” So, my take was: avoid deadlines as much as possible.

Over time, though, I’ve become more nuanced. Sure, some deadlines still feel like wishful thinking than reality. But, there are other deadlines that are simply unavoidable. And, as I’ve seen firsthand, sometimes a well-timed deadline can be exactly what a team needs to get inspired, stay focused, and hit their stride. Deadlines in product management may still be complex, but they’re not the enemy; in fact, they might even be a secret weapon.

Want to hear more about deadlines? As a guest in the Product Owner Podcast (Dutch) I shared my story, a lot of anecdotes and my vision on deadlines.

What is a deadline?

In theory deadlines, they’re simple: a set date by which something should be done. 

But in product management, deadlines take on a life of their own, especially when juggling stakeholders, shifting priorities, and that elusive trifecta of project management: time, cost, and scope. 

The trifecta of project management and why deadlines matter

In project management, balancing time, cost, and scope is everything. Deadlines are what keep those three elements from spiraling out of control. The general advice is that you can only pick two of the three elements.

If the time (deadline) is set, then only scope or budget can be set as well. Is scope set? Then you might want to throw more money at the problem. Is the budget set? Then you might want to be flexible with the scope. 

Deadlines also matter, because they’re part of business and life. regulatory requirements, technologies stop being supported, budgets are set, people coming and going, or extensive marketing campaigns being planned. 

Practice is different from theory and sometimes a deadline can outperform the theoretical trifecta. We once got a quite last-minute deadline for a Santa Claus promotion. It didn’t feel great and though I realize it could have worked out differently, we made it and the promotion was a success. What a boost for the team! 

The benefits of deadlines

While deadlines can be challenging, they have their perks. They give us:

• Increased focus: when you know the clock is ticking, it’s easier focus on the essentials 
• Urgency and efficiency: Deadlines cut out the noise, encouraging leaner processes and quicker decision-making. 
• Higher accountability: With a clear finish line, everyone knows what’s expected and when, so no one can say, “Oh, I thought I had more time.” 
• Bias towards action: Deadlines eliminate procrastination and keep momentum rolling. 
• Momentum: Each deadline reached fuels motivation for the next one. You’re moving forward with every step, even if they’re small.

Be honest, you might like a deadline, but you sure push a little bit harder when you know that you have to run a marathon next month instead of six months from now.

Handling deadlines well

To make deadlines work for you rather than against you, there are a few tips.

1. Be realistic and think small: Set deadlines based on actual team capacity, not on wishful thinking. It’s easy to promise big things fast, but if it isn’t realistic, you’re setting everyone up for disappointment. Break large projects into smaller, achievable steps (or smaller “deadlines”) with realistic timelines. Big bangs are seldomly a good idea.  
2. Be clear and transparent: Everyone should know why a deadline exists and what’s at stake if it isn’t met. Transparency about what needs to be done (and when) keeps the team on the same page and reduces last-minute stress. You would be surprised how often lack of actual clarity is a bigger problem than the deadline itself.  
3. Communicate often and openly: You’ve probably heard this one before, but it’s a biggie. Keep everyone in the loop, especially when issues come up. Share updates on progress and delays, so there are no surprises. And when something goes wrong, let the team know early enough to plan around it. My mantra: communicate until you think people are sick of it and then do it one more time. 
4. Account for other responsibilities and dependencies: Every team has multiple priorities. Factor in other responsibilities and make sure to note dependencies early in the process. Nothing derails a deadline like waiting on someone or something you forgot to factor in. In one of my last projects a deadline wasn’t met, because we spent 60-70% of our time on the old product, while the new product was already supposed to launch. 
5. Have alternatives in your back pocket: Deadlines sometimes change, so be prepared. Maybe there’s a way to release a “lite” version if you’re pressed for time. Or perhaps you can move some non-essential features to a later phase. Have options ready in case Plan A needs a pivot. 
6. Play with wording and expectations. This is one of my personal favorites. The word deadline can have a negative connotation for people. What if you change the wording? Deadline with pencil, target date, ambition etc. Be creative and get everyone aligned without negative vibes and disappointments. 

Nine women, one month

It’s also worth acknowledging that deadlines bring out some entertaining moments in product management. There’s always that one person who insists, “We can do it faster!” (Sure, why not? Maybe elves will magically finish the code overnight?) Or the feedback that comes in after three weeks of silence, just as you’re about to wrap up. Deadlines can be absurd, but sometimes, laughing is the best way to relieve the tension and keep everyone grounded. Nine women still can’t have a baby in one month.

Conclusion

Deadlines in product management are an art in themselves. They keep you sharp, push you to grow, and make you realize what’s possible when a team is aligned and motivated. They teach you to communicate, strategize, and, yes, improvise. At the end of the day, they’re less about ticking a box and more about building something meaningful, together. So here’s to the next deadline!