Good timing is a critical advantage in product launches and broader risk management. But you need to be ready.  Readiness is internal - organizational alignment, product, operations, finance, and sales - and external - economic, technology, regulatory, cyclical, customer, and competitive timing. Risk management helps by monitoring the environment, promoting transparency, running stress tests and scenarios, setting limits and early warnings, and building adaptability. Real examples from variable annuities and long-term care show how well‑timed hedging or market entry can protect companies — and how bad timing can be costly. The takeaway: ensure both internal and external readiness before you launch.