Many VCBs are already experimenting with physical sales to help their customers experience products first-hand. Whether it’s through a pop-up, pop-in, showroom, kiosk, store-within-a-store, flagship, or simply a retail partner, the move has already earned the obnoxiously catchy buzzword “clicks-to-bricks”.
The purpose of a self-imposed deadline is to sharpen the edge of your prioritization sword and stake a flag of coordination for the team. It’s not a hill to die on. It’s not a justification for weeks of death marching. It’s a voluntary constraint on scope.