Digital Insights

I cannot tell you how much I hate Gantt charts. Why? Well, because they are the greatest work of fiction since Facebook declared it cared about user privacy.In 27 years of working in digital, I have not once worked on a project that stuck even vaguely to the timeline laid out in the Gantt chart.Trying to map out the entirety of a digital project from the start is a work of futility, and yet, time and again, executives and clients ask for it.The truth of project planning is that we can only be confident about how our project starts. The further into the future we go, the less we know.But, for a moment, let's imagine a world where this was possible. Well, when it comes to a digital project, that is still a terrible idea.Mapping Out Projects From the Start Is a Wasted OpportunityYou see, digital has two distinct advantages over many other types of projects.It has no raw materials as such. No inherent costs outside of labor. Pixels are free.It is easy to gather detailed data about user behavior and characteristic