The Uncomfortable Delay

We all have an internal timer connected to expected delay. 

That timer expiry depends on context.

Waiting for the specialist appointment? Less than 6 weeks.
Waiting for the interview callback? Less than a week.
Waiting for approval on a mortgage? Less than a couple days.
Waiting to get called back for the appointment? Less than 20 minutes.
Waiting for the server to show up at your table? Less than 10 minutes.
Waiting at the Starbucks drive-through? Less than 5 minutes.
Waiting for approval on a credit card? Less than a minute.
Waiting for an answer to a text message? Less than 15 seconds.
Waiting for your computer cursor? Less than 50 milliseconds.

When the delay timer expires, we get uncomfortable. 

That uncomfortable delay indicates something is wrong. Or, at least something feels like it’s wrong.

Technology has always been an accelerator for shortening expected delay timers. AI continues that trend and specifically targets investors and startup founders. Founders and investors used to talk about getting the product out in 18 months. Now they talk about weeks. 

Expectations shift left.

Expectations aren’t just about speed. They’re also about uncertainty.

Avoiding the uncomfortable delay requires removing uncertainty.

If you can tell someone what’s happening and what to expect, you can turn an uncomfortable delay into a tolerable wait. 

Most of the time, people don’t need faster. But they just want to know.