Discovery phases have a way of expanding to fill whatever calendar they are given. We cap ours at a week, and by day ten there is a working thing to react to.
Real beats described
A live page with real copy settles arguments that a deck only postpones. People who could not agree on a strategy slide agree within minutes once they can click on it.
What ships in ten days
Usually a first screen of the new site, a draft of the voice and one small automation running on real data. None of it is finished. All of it is true, which makes the next five weeks faster.
The rule is uncomfortable for us too. That is rather the point.
