I found that bit suspect as well, but I think this guy is more flexible, e.g. look at her discussions on features vs. making things sold.
The one deadline she mentioned was implicitly a decision, "we will launch at X event". That eliminates the first general problem with these, they're usually artificial (vs. what I like to refer to as the "pesky" customer challenge). It also allows for the right sort of deadline bargaining, what shall we present then? Vs. the "I think I can do this in 4 weeks" which the worst managers take as a starting negotiating position.
The one deadline she mentioned was implicitly a decision, "we will launch at X event". That eliminates the first general problem with these, they're usually artificial (vs. what I like to refer to as the "pesky" customer challenge). It also allows for the right sort of deadline bargaining, what shall we present then? Vs. the "I think I can do this in 4 weeks" which the worst managers take as a starting negotiating position.