Here's a scenario for you: New feature is being developed. When ready, a marketing campaign will be launched to bring in the customers. This is done through tv

Here's a scenario for you: New feature is being developed. When ready, a marketing campaign will be launched to bring in the customers. This is done through tv-spots - which must be booked months in advance. Booking them before the feature is done would be disastrous. Waiting until it is done, before booking would mean months of lost opportunity.