Timeline
In a Nutshell
A timeline is a plan showing when each stage of work will be completed. Used to keep the process moving in an orderly way. In theory: time management. In practice: often a well-intentioned wish.
What It Really Means
The timeline is one of the most fragile agreements between agency and client. Everyone looks at the timeline, everyone knows the timeline, but it's usually the first thing to break.
A timeline breakdown usually doesn't start with a single delay. A late brief, a prolonged approval, an unclear revision, and postponed meetings combine. Eventually all the burden piles up at the deadline.
On the agency side, when the timeline breaks, the solution is usually to work faster. On the client side, when the timeline breaks, it's called "the process took longer."
The timeline is what everyone says they respect but is the first thing sacrificed in a crisis.