Front-load hard work to accelerate later

"This" and "it" refer to the brand strategy process Jackson described, which includes defining company purpose, positioning, and messaging elements.

Whatever time it takes you actually is going to save you so much time down the road. It's going to help you save time on company decision making. It's going to help you save time, writing your website. Literally your web copy almost writes itself, if you get this all done right.

I'm going to slow you down to go fast.

You have to plan your chess moves out in advance. You have to really think before you act and build systems that were going to let you go sustainably faster.

The very beginning of your project, we recommend this kind of crazy idea that you clear your calendar. So the core team come together for 10 hours roughly and go through a sequence of activities so that we can make all of the key decisions together.

If you do a pre-mortem right, you will not have to do an ugly post-mortem. You might still do a post-mortem to learn, but odds are very high that it is not going to be a bad post-mortem.