The Ugly Truth Behind Multitasking

In a hyper connected world, we think that we are the masters of everything that could possibly come our way. We love our apps. There is 24 hour connectivity 7 days a week 365 days a year. Right at our fingertips. Getting it done! Nothing can stop us now. Right?

The thing is -- without time to think about ideas -- we are just doing. 

Technology enables us to get things done efficiently. But it’s only a tool that carries an idea.

And without the idea in the first place we are just doing. Producing no intellectual property. No authenticity. No innovation. 

What we end up doing simply becomes some flavor of what everyone else is doing.

So slow down. Stop and smell the roses. Create time to think about your next move. Your next project. You next big idea.

A hammer is nothing but a tool. It’s the craftsman who uses the tool to execute ideas.


Nir Bashan is an executive creative director with over 17 years of advertising, entertainment and business development experience. He writes on topics covering advertising, media, creative solutions and workforce management. |

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