Pit-stop.

You can’t service a moving car. Even if the car is in a race where every micro-second matters.

You can’t perform a surgery on a walking human. The human has to surrender for the surgeon to do the work.

It makes sense for us to identify our pit-stops as a creative. When we are re-fuelling the tank, checking the tires and the brakes.

If an F1 driver can afford to take a break (multiple actually) during the race, we can definitely do.

The key here is to schedule them before we get to work.