It depends upon the system within which you’re operating.
Some operations depend upon a “critical moment”. Relationships can be tricky, whether business, political, personal and timing can be important.
Yet, there’s timeless things such as “what’s right is right / what’s wrong is wrong”, and it’s not as dependent upon timing.
Strategy involving people unfortunately often involves lying with selective truth telling. So, timing-to-get-the-upper-hand matters if you’re operating in that realm.
That’s not to say it’s not humane. For example, you don’t dump bad news on someone as they’re having a great moment. Yes, it might be lying to wait 5 minutes but it’s respectful of allowing them that