“Can you just ___”
Those three words are the most expensive sentence in marketing.
Just a quick tweak. Just one more version. Just a small change to the headline, the photo, the layout, the whole concept.
Each one sounds like five minutes. None of them is. Every “just” carries the same weight as the original ask: open the file, find the thread, make the change, check the knock-ons, send it back, wait for the reply.
Five “justs” don’t add up to twenty-five minutes. They add up to a project that never closes.
The fix isn’t saying no. It’s saying yes, and naming the trade: “Sure — that moves the launch to Thursday.” Once a small change has a price, people only buy the ones they actually want.
Nothing is “just”. Everything costs something. Say what it costs.