Timeliness means being on time, not before the time.
Sage advice from The Atlantic which, in a business context, is well worth following when you’re developing new products and services. Being before the time brings a sales battle you’re bound to lose. Capture the zeitgeist; don’t attempt to reinvent it.
Of course, that doesn’t mean don’t innovate. And it surely doesn’t mean you should trust focus groups with a revolutionary product (they’ll always prefer the status quo). Just make sure you’re tapped into an immediate need, and not going to market with something that solves a need that won’t be realized for another 2-3 years. You need to be solving problems today, not tomorrow.