"Time is money" - sometimes.

The picture depicts a wall on a small department store in the town of Mariehamn on Åland. The mural was probably done in the 1980s. The text is in Swedish and means "Time is money. Save time.".

In principle, all communication projects have specific time frames and deadlines. Time is a valuable resource, there is almost always a lot to do within a limited period. Being efficient use of time is crucial to meeting customer needs and delivering results on time.

But You also need to be creative and innovative so that you can produce materials that stand out and engage. Sufficient time is necessary to achieve quality. Spending time generating new ideas and exploring different strategies is crucial to creating successful campaigns or projects. Not having enough time reduces your chances of positively surprising the customer. Sure, there have been times when a great communication idea has come flying to you while waiting for the bus. Just jot it down on a receipt and surprise the team the next day. But that’s not something you can rely on.

The project manager’s mission is to plan ahead, stay proactive, set realistic timelines, and inform customers about the work process right from the start.

Remember, spending time could be the best way to earn money - and honor.