You are not multitasking. You are task switching, and your brain charges you a fee every single time. Here is what gets me. Agency owners wear multitasking like a badge of honor. "I was on a client call, writing a proposal, and clearing Slack all at once." Cool. You did three things badly and called it a productive morning. 𝗬𝗼𝘂𝗿 𝗯𝗿𝗮𝗶𝗻 𝗵𝗮𝘀 𝗼𝗻𝗲 𝗹𝗮𝗻𝗲 Outside of automatic stuff like walking and chewing gum, you cannot run two thinking tasks at the same time. You flip between them. Every flip has a setup cost, like a machine shop stopping the line to swap tooling between runs. Researchers at the University of Michigan measured this back in 2001 and named it switch cost. The APA's summary of that work puts the damage at up to 40% of your productive time lost just to the flipping. Not the work. The flipping. And the more complex the task, the bigger the hit. Which is unfortunate, because complex is the only kind of work that pays us well. 𝗧𝗵𝗲 𝗽𝗮𝗿𝘁 𝗻𝗼𝗯𝗼𝗱𝘆 𝘁𝗮𝗹𝗸𝘀 𝗮𝗯𝗼𝘂𝘁: 𝗿𝗲𝘀𝗶𝗱𝘂𝗲 Sophie Leroy at the University of Washington found something worse. When you jump from Task A to Task B, a chunk of your attention stays parked on Task A. She called it attention residue. So you are on the client call, but part of your head is still back in that proposal. The call gets a watered-down version of you. Then the proposal gets a watered-down version of you. Most people argue about multitasking like it is a speed problem. It is a quality problem. That should scare us more, because quality is the actual product in this business. Clients are not buying our hours. They are buying judgment, strategy, and copy that converts. Diluted judgment is a refund request with a delay on it. 𝗧𝗵𝗲 𝟮𝟯 𝗺𝗶𝗻𝘂𝘁𝗲 𝘁𝗮𝘅 Gloria Mark's team at UC Irvine followed knowledge workers around real offices with real interruptions. After getting pulled off a task, it took roughly 23 minutes to fully get back to it. Run that math on a normal agency day. Six interruptions before lunch, and your entire morning went to re-entry instead of output. You were busy. You just were not working.

Post your 3 weekly goals in the smart format… These should your 3 high priority tasks... Don’t forget to report on last week's goal results… If you didn’t meet your goals, reflect a bit about why you missed the mark. Share your reflection if you’d like to do so. People who post to this weekly pinned thread 3 times get access to the accountability bonuses

When you're building an agency from scratch, there’s a weird trap that’s easy to fall into. You keep collecting resources. Courses. Templates. Prospecting scripts. AI tools. SOPs. Planning documents. Eventually you have more information than you know what to do with. What helped me more was having a simple place to turn all of that information into actual work. My current setup is roughly: - ChatGPT / Claude — research, brainstorming, writing, and breaking bigger problems into smaller tasks - Notion — SOPs, templates, processes, and reference material - CRM + outreach tools — managing prospects and follow-ups - Floment — turning the plans into projects and daily to-dos, while keeping progress updates and AI assistance in the same workspace The important part isn't having the biggest resource library. It's being able to look at everything you've learned and answer: “What am I actually doing today?” That shift from collecting information to consistently executing it has been pretty valuable. For anyone building an agency right now, what part are you finding hardest to systemize prospecting, fulfillment, or keeping yourself accountable?

Post your 3 weekly goals in the smart format… These should your 3 high priority tasks... Don’t forget to report on last week's goal results… If you didn’t meet your goals, reflect a bit about why you missed the mark. Share your reflection if you’d like to do so. People who post to this weekly pinned thread 3 times get access to the accountability bonuses

Post your 3 weekly goals in the smart format… These should your 3 high priority tasks... Don’t forget to report on last week's goal results… If you didn’t meet your goals, reflect a bit about why you missed the mark. Share your reflection if you’d like to do so. People who post to this weekly pinned thread 3 times get access to the accountability bonuses