No Surprises

See an ad for a brand new Ferrari for $5000.

Get to the car lot and its actually $10000.

• $10000 is still a great price for a Ferrari...

• But the customer gets irritated because the price unexpectedly doubled.

Same problem with bad estimates.

Its not so important how long it actually takes

• what's more important is there's no surprises.

People schedule based on your estimate.

• if you change your estimate mid-way, it throws everything off.