Lately, I’ve been thinking about timing, not the “trust the universe” kind, but the real-world timing inside startups and scaleups that determines whether you move forward or stall out. After 13 years in SaaS, I’ve seen a consistent pattern: Companies rarely suffer because they make the wrong move. They suffer because they make the right move far too late. You see this everywhere: Waiting to hire Waiting to fire Waiting to buy the technology Waiting to invest in onboarding, e