There are three mysterious facts that haunt me. The first is the owners of dogs without leashes who very confidently say “She doesn’t bite.” The second are people who go to the second floor by elevator. And finally, the third are people who come to a creative session (brainstorm, foresight session - whatever) with their smartphones and computers. I want to say a few words about the latter. Everyone knows Yuri Gagarin’s legendary phrase that restaurants don’t fly into space. In the current reality, our restaurants are smartphones: good ideas are not born with a smartphone in hand or behind a laptop screen.
There is a lot of research that multitasking is an illusion.
Firstly, each shift takes energy, that is, after each shift you return a little shabby and tired. You get tired, your mood and emotional background worsen.
Secondly, this switching requires time to focus - that is, you always fall out of the process for several minutes. You lose the thread of the discussion, do not hear or think about the ideas of others.
Third, multitasking just makes you stupid. It has been proven that your results with the phone lying next to you and with the phone in the next room are not in favor of the smartphone. There is also my personal empirical fact. Not once in my life has a single person come up with a good idea while looking away from the computer/smartphone. Not once, not even one. There are things that can and should be delegated.
There are things that can and should be automated. And there are things you have to do yourself. Synthesize all your experience, all your fears and dreams, your unique view of the world into one idea. An idea that cannot be found on Google, because it simply does not exist anywhere except in your head. It is this wonderful feeling that makes working in advertising, marketing, digital, and event organization so attractive. Alexey Berlov.
