Uncertainty versus duration
Uncertainty versus duration is the observation that what people dislike about waiting is rarely the length of the wait but not knowing what is happening inside it.
How it works
A map showing the car approaching does not make it arrive sooner; it removes the not-knowing, and the wait stops being unpleasant. An insurer about to spend heavily on faster payouts found the complaint was never about speed: telling people to expect a cheque in four weeks, while paying in two, replaced the complaints with thanks. Most problems have a physical half and a psychological half, and the psychological half is almost always the cheaper one to move. No boundary is given for where the cheap fix stops working.
What it changes for a personal brand
Find the wait your audience already has with you, such as the reply, the delivery, or the gap between one piece and the next, and tell them what is happening inside it. Naming the wait converts it from neglect into anticipation and costs you nothing but the sentence.