The Tuesday it was built for
Four clients. A pay-for-work retainer with 10 hours left and two weeks to use them. A pay-for-access retainer that ends in 10 days. A project with a hard deadline in three weeks, and another that's loose until next week.
Then one of them has a fire, and it eats today and probably tomorrow.
The question isn't whether to help. You help. The question is what it costs the other three, and nothing on your desk answers it. A calendar shows you the blocks you just blew through. A time tracker shows you the hours after you've spent them. A spreadsheet shows you whatever you last remembered to type into it.
Quivva answers it. The 10 expiring hours move to the top because they're the ones that turn into lost revenue if they slip. The pay-for-access retainer keeps its light daily touch so the client still feels covered. The hard-deadline project gets what's left. The loose one waits, and you can see that it's safe to wait. If it isn't safe, you see that too, and you have the conversation on Tuesday instead of the apology on Friday.