Earlier quoted context omitted.
> Even bad estimates are better than no estimates. No estimate is clearly better. Here's a common story I've seen across multiple companies. 1. Marketing management asks Engineering management how long it takes to do feature X so they know when to launch the online ad campaign. 2. Engineering management then asks potentially good coder how long it will take. Coder replies with a time and "it's just an estimate." 3. E…
>1. Marketing management asks Engineering management how long it takes to do feature X so they know when to launch the online ad campaign. Why can't Marketing just wait until the feature has been built to launch their campaign?
And there's always the possibility that if you announce too late competitors will eat your lunch.
One way to handle this is to spend some time on a formal estimate. Two to four weeks of R&D to scope a project can help narrow estimates to something approaching realism. You'll still be wrong, but you're less likely to be hopelessly wrong.
Asking someone for an instant opinion is madness. That's not an informed estimate, it's just a guess, and usually worthless.