TradeBriefs Editorial

From the Editor's Desk

Productivity Isn't About Time Management. It's About Attention Management.

We live in a culture obsessed with personal productivity. We devour books on getting things done and dream of four-hour workweeks. We worship at the altar of hustle and boast about being busy. The key to getting things done, we're often told, is time management. If you could just plan your schedule better, you could reach productivity nirvana.

But after two decades of studying productivity, I've become convinced that time management is not a solution - it's actually part of the problem.

Often our productivity struggles are caused not by a lack of efficiency, but a lack of motivation. Productivity isn't a virtue. It's a means to an end. It's only virtuous if the end is worthy. If productivity is your goal, you have to rely on willpower to push yourself to get a task done. If you pay attention to why you're excited about the project and who will benefit from it, you'll be naturally pulled into it by intrinsic motivation.

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