We all do it. Scroll through websites and call it research, update our task management system and call it productivity, try different apps and tell ourselves we’ll find one that’s better or faster than what we already use.
We’re not actually being productive, we’re having fun and distracting ourselves from our daily burdens. And there’s nothing wrong with that. Sometimes, all that playing and tinkering leads to ideas and improvements.
Go ahead, ask me how many task management and notes apps I’ve tried before landing on my current favs.
Don’t ask.
Fake productivity is okay. Unless we overdo it, or do it instead of doing things we really need to do.
I’m not talking about our regular work. We usually get that done, because we have to. Clients are waiting, deadlines are looming, and we do what we have to do.
I’m talking about the things we don’t have to do, but should. Big things that help us take our practice or career to the next level.
Otherwise known as “deep work”.
Deep work requires a lot of thinking, concentration, and hard work. We know we should do it but, too often, we can’t find the time or energy.
Marketing often falls into that category, unfortunately. Planning a series of seminars, writing a book, starting a blog or channel, for example, takes a lot of time and creative energy and are especially difficult when we try doing them at the end of a busy day, or on Saturday after a busy week.
Most advocates of deep work tell you to block out an hour or two each day, ideally in the morning when you (arguably) have the most energy.
Most professionals can’t do that. They have too much else to do.
There is a compromise. Instead of scheduling an hour or two every day, schedule an hour or two every week.
Chose a day. Choose a time. Put it on your calendar, and… do it.
You can accomplish a lot in one hour. Especially when you make it a habit. When you do anything regularly, your subconscious mind continues to work on the subject during the rest of the week while you’re doing other things.
You have other options. Instead of an hour or two each week, you might schedule a half-day every other week. Or a full day once a month.
Choose something, put it on your calendar, and… do it.
Because doing nothing isn’t an option.
