In the creative process, ideally you want the whole thing to be killer, but most often you just start off with filler that you work on and work on until it’s killer.

When you have no choice but to meet a deadline, we often put in content that is filler, so the more time you have after that stage in which to make it killer, the better. That’s why even fake deadlines can be useful, because they help you produce the filler that can then be worked on.