Illustrative of good timing are the famous divers at Acapulco who dive into the water from a great height in front of a usually massive audience. In doing so, they wait for the moment when a wave pushes the water up and provides sufficient depth. One can imagine what happens when the timing is wrong. similarly, introducing new products or services is not only a matter of having a good idea, but also waiting for the right moment. Sometimes people feel that they have a great idea, but then it turns out that a similar development has already taken place and a similar proposition has just come to the market earlier. But just as often, the time is not ripe; the market is not ready, the participating parties do not (yet) see the value of it, etc. This situation can best be described as: too early is also not on time.