Momentum Loves a Deadline

How is it already August? 

We say that at the start of every month, but somehow the rollover from July to August always feels a little jarring, like summer is on a rapid wind down and all of life is about to get a lot faster. 

The next few weeks will have everyone in limbo between summer brain and back-to-school. Clients are wrapping up vacations, shopping for pens and folders, and calendars are suddenly getting a little more…real. 

We all know what’s coming: the post-Labor Day rush. 

It happens every year in the third week of September: people want to get serious, make changes, and finally move on the things they’ve been talking about since June. 

I like to think of it as a mini New Year’s resolution 2.0, and that motivation gives us a golden opportunity to build momentum of our own before fall kicks into full gear!

Whether you coach individuals, run group programs, or lead a business that serves other businesses, one of the most powerful tools in your back pocket right now is a good old-fashioned deadline.

We’re not talking about a pressure-cooker sprint to the finish, but a healthy, helpful container of accountability to nudge you (or a client) into focused action toward a goal. 

Why deadlines work, even when they’re made up (or self-imposed)

Let’s be honest: we’re all a little too good at procrastinating when something is important but not urgent. Launching a new program. Updating our website. Reaching out to a potential collaborator. It’s “on the list,” but the list keeps growing.

Ask me how I know. (Guilty.)

Here’s the truth: motion loves a target. A launch date. A registration deadline. A quarterly goal. Even a self-imposed check-in date you throw on your calendar just to trick your brain into starting. An accountability buddy. A spreadsheet tracker that gamifies “the thing.”

Creating deadlines, layering in visibility, and establishing structured accountability, such as sharing a teaser post or scheduling something in advance, creates healthy pressure that builds trust with yourself and helps others take you seriously, too.

The worst thing we can do for ourselves as entrepreneurs is keep our ideas and goals a secret; not only are goals more powerful when spoken (or written down), but we also need the support of others to see them through! 

This applies to your clients just as much as it does to you. We all need structure to make progress. If summer gives us space to rest and reflect, then August is when we begin leveraging the energy we’ve replenished. 

4 Ways to Use This Moment (for You or Your Clients)

Here’s how to get practical about this:

1. Put something on the calendar. Today.
   Pick a date for that live workshop you’ve been talking about. Announce a fall cohort. Set a promo window. Whatever your thing is, pick the date and make today your business reset day, then build backward from there. 

Don’t wait until you feel ready; deciding will get you moving.

2. Create a planning sprint.
   Use the next 10–14 days to map Q4 offers, clarify messaging, prep automations, or brainstorm collaborations. Pick a 5-day or 2-week window, block time for it, and give it a name (e.g. Fall Funnel Refresh or Back-to-Business Blitz). 

Create the container, establish the road map, and the action will follow.

3. Build momentum in public.
   Even if you’re not launching anything big right now, you can build visibility and consistency by showing up with intention. Share what you’re working on. Talk about your planning process. Preview what’s coming. 

You’ll stay engaged and visible, create accountability, and invite others to join you.

4. Challenge your clients to pick a stake.
   Ask your clients: “What would need to happen by September 30 for you to feel proud of your progress?” Then co-create a deadline that gets them moving. It doesn’t have to be dramatic, just defined. Help them set dates, build a reverse timeline, or design a celebratory checkpoint. 

This adds value to your coaching relationship and gives you a tool to revisit in future sessions.

The Deeper Truth: It’s Not About Productivity

The idea that momentum loves deadlines isn’t about just hitting a goal, but creating the clarity, structure, and accountability you need to reach a milestone you know you want to achieve. 

When you set a clear deadline, you:

• Prioritize what matters to you.
  
• Focus on high-impact activities.
  
• Reduce decision fatigue and overwhelm.
  
• Build credibility, with yourself and others.
  

Imagine how it will feel when you stick to it and see the results of your effort? 

That’s magic.

What’s Your Next Deadline?

August is often treated like a holding pattern, but it doesn’t have to be. This is your runway to build momentum before the fall floodgates open.

So here’s your challenge:

• Pick the thing you’ve been sitting on. 
• Give it a name.
• Set the date.
• Tell someone it’s happening.
• Take one small step to make it real! 

I look forward to hearing how you get ahead of the rush, so reach out and tell me “your thing,” and I’ll help keep you accountable!

Your Friend and Coach, 

Angie M. Callen, CERW, CPCC, CPRW