Involves using time periods and time deadlines as a basis for decision-making. Instead of focusing on the output the business deliberately targets time issues eg lead time between idea conception to product development and launch, lead time between an order being received and delivered to the customer, lead time for a business to receive an order from a supplier. Reducing the time taken to develop an idea, produce a product or serve a customer can cut labour and machine hours used, thereby cutting wage and energy bills. This saving can either increase profits or enable lower and, potentially, more competitive prices to be charged, which can help maximise sales and market share. Furthermore, if a product can get to the market, or a customer can be served more quickly than competitors, then this can also provide a competitive advantage and so help maximise sales and market share. It also helps to generate sales revenue more quickly and a faster return on investment and, so improves cash flow relating to the investment.