A false sense of urgency

From: http://www.savagechickens.com/2008/09/deadline.html

One of the dilemmas with building something for yourself, rather than for a third-party, is you are never really forced to commit to a delivery date.

Or, at least, there is nobody else who will be angry with you when you run late.

For those of you in this position: how do you create a false sense of urgency for you or your team?

I’m interested in your ideas.