Multitasking..again…

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Many of us, especially those of the creative persuasion, struggle with something that can undermine the growth of our business: focus.

Research has also shown that multitasking creates bottlenecks in the brain. People who multi-task are pre-disposed to error. They actually take longer to get things done than those who tackle one thing at a time. That’s because multitasking wasn’t designed with humans in mind.

The concept was originated by computer engineers and refers to the ability of a microprocessor to process several tasks simultaneously. In fact only two per cent of human beings can effectively multitask and everyone thinks they’re part of the two percent!

In a designer’s world, multi-tasking also gives rise to what I’ve dubbed shiny-ball syndrome. You want to double your income, your instagram following, launch a fabric line, write a folio and you want to do all of it NOW!

But the trouble is that unless you’ve got dedicated resources like staff (agentic or otherwise) and dollars focused on everything you want to tackle you may find yourself spinning, and likely underperforming. But that’s not only in the areas you’ve outlined for growth, but also in running your business day to day. Your growth trajectory will take much, much, much longer than it needs to.

Now I’m not trying to clamp down on your creativity because I know most designers are multi-passionate. The mind is like a rubber band—you can stretch it to fit almost anything. But if it’s wrapped around too much, it will break. But I am reminding you that human beings process change best when they’re taking steps, one at a time.

In fact the things you’ve chosen to do to grow your business have things to teach you as an entrepreneur. These are things you need to be present for to learn. You can’t be visible when you’re scrambling, when you can’t get your to-do list straight, let alone done.

Stop cluttering your desk with half-dones. Because folks who flit from plan to plan are master of none. They’re also probably tired and crabby. Pick one area of your business to focus on and master it. I mean really get it right before you move onto the next.

Remember that every single task you complete will be part of something big. Once you put it together, your combinations of single things will turn into an executed vision.

So have patience. Not the kind that as Robert Collier says, “sits and folds its hands and waits”, but the kind of patience that never jeopardizes or upsets a plan by forcing it too soon. The designer who masters that kind of patience spends her meantime getting plenty done, right now.

Who do you need to market to, be supported by, hire or fire to be fully present in your core business now? How would your business change if you were getting those needs met?

If you need help creating an organized Visibility Strategy and growth, including a marketing plan for your business, let’s talk.