Make It Useful

A 90-Day Window Forces an Offer to Prove Itself

A deadline you set on purpose gets an honest answer faster than an open-ended engagement.

Eight months with no end date

I ran a coaching relationship once with no end date — “let’s just see how it goes.” Eight months later, neither of us could say clearly whether it was working, because there had never been a moment where we were supposed to check.

The next one I built with a hard 90-day boundary. At day 90, we either had a result or we had a clear reason it hadn’t happened yet. Either way, we knew.

An open-ended engagement doesn’t avoid failure. It just delays the moment anyone has to admit it.

A deadline is a forcing function

A fixed window isn’t a sales tactic. It’s a forcing function — a deadline that makes both sides define what success actually looks like before the work starts, instead of drifting toward some vague sense of “better” that never gets confirmed.

Ninety days is short enough to stay honest and long enough to actually see something change. Anything without an end date tends to just continue, whether or not it’s working.

Try this

Put a 90-day end date on your next engagement, even an informal one. Decide today what you'll both be able to say is true by then.

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