All This Connectivity Is Killing Us

We're Draining the Human Batteries

Posted by Marc Brownstein on 04.09.08 @ 02:23 PM

Marc Brownstein

I was out with a client the other night, and asked him how's he's doing. He said he'd just come back from Spring Break and was exhausted. Not from being on vacation. Instead, from never really leaving the office, regardless of where in the world he was vacationing. I've been hearing this a lot lately, from a wide range of executives.

In business today, the reality is that we are almost always "on." Our cell phones are on. Our wireless devices are on. Our laptops are on. That means we are always on. There seems to be an expectation that business is never off anymore. Not after dinner. Not on Saturday or Sunday. Or holidays. Where was it written that if you have a thought, it should be communicated right then and there to the recipient? What that means in our industry is that when our clients have an idea, or a request, they reach out to us. When an account supervisor has a question for the creative team, the e-mail (or call) goes out at any hour. And we all feel compelled to respond right away.

It's part electronic addiction, part passion to succeed. Hey, I can relate. I love being able to communicate a thought when I think of it. It certainly drives business at a faster pace. And I'm a fan of getting things done vs. having meetings to talk about getting things done. But the 24/7 connectivity takes its toll after a while. And I believe that's what theses colleagues of mine were reacting to.

The advertising business, in particular, drives us harder than most industries. If being on -- from the time we wake until the time we go to sleep -- hasn't already taken its toll on us, it will. So what can we do about it? I propose a few reality checks:

When you take a vacation, take a real vacation. Let people know that you won't have e-mail or cell phone access (even if you know you will -- this way, there are zero expectations of a quick response from you). Our bodies need time to refuel and recharge. When you're in the idea business, being fresh, wiping the mental slate clean, is of obvious importance.
Turn the vibrate option off on your devices after hours, so you don't know when a call or e-mail comes in, and feel compelled to answer.
Hit the gym in the morning or after work. It's hard to return calls and write e-mails when you're doing lat pull-downs.
Just say "no." Your body and mind won't take a daily pummeling if you don't allow it. Train those you do business with to expect a reply in 24 hours, not 24 seconds.

Now go and get some rest!

11 Comments

By ced | Richmond, VA April 9, 2008 09:06:07 pm:

Great article. Though, sadly, it will probably fall on deaf ears.

This industry's -no, society's - priorities are totally warped. ( This coming from a creative that's still working at 8:45pm. Ha.)

We were all sold the promise that technology would free us up to have more fulfilling,complete lives.Elevating us from the humdrum mire of our daily chores- so we could interact with real, live people.

Instead, it's made having a life beyond what is deemed "productive" and "profitable" as an inexcusable offense.

Cheers,

CP

PS. And another thing, get those ridiculous bluetooth things out of your ears. You don't work for the Secret Service, people.

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By NKSalex | Fairfield Cty, CT April 9, 2008 09:41:22 pm:

Marc,

I agree with you. I wondered if I was the only one with the nagging buzz of being 'in contact.'

I read an article that mentioned medieval serfs worked LESS than we work! With an average of three holy days a week, they worked about 30 hours. Oh, the good old days... Take my cell phone(s) and e-mail(s), please!

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By PENNY | DALLAS, TX April 9, 2008 09:56:33 pm:

No matter how fantastic or professionally-proficient our on-demand technologies become, we're just feeding our ever growing "electronic addiction" and wearing ourselves thin. It's ironic how we THINK all this connectivity is bringing people closer together when in fact it's numbing our need for natural and physical human interaction. - Penny, Dallas, TX

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By hartleysw | Birmingham, AL April 10, 2008 10:04:27 am:

Sadly, for some, always being connected is a sign of their own self-importance. Nothing says that clearer than the email sent early Sunday morning, copying everyone on the team, urgently asking the mundane question that could easily wait until Monday.

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By djfento | Cincinnati, OH April 10, 2008 10:18:08 am:

Great article, Marc, and very timely. As a brand consultant who has worked more hours per week in 2008 than ever before, I find myself thinking a lot about priorities, boundaries, and how I spend my time.

The thing about all this technology and connectivity is this: It creates new choices and possibilities, and some of us haven't handled those well. We now find ourselves mentally (or physically) at work when we should be enjoying dinner with our spouses or drinks with our friends. But that's our fault. If we let work take over our lives, that's not a matter of technology. It is simply a matter of will.

We need to decide what's important to us, and set our boundaries accordingly. For example, I'm pleased to say that I have run a successful consultancy for 11 years, despite the fact that - horror of horrors! - very few clients know my cell-phone number. Some of my agency pals ridicule my "inaccessibility" (which is hardly the case), but these are the same people who tend to miss their kids' birthday parties so they can build a PowerPoint.

Readers, take Marc's advice, if for no other reason but this: When your overall quality of life suffers, the quality of your thinking and ideas - the reasons you're in business - suffer right along with it.

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By jeremy.greenfield | New York, NY April 10, 2008 11:05:17 am:

The industry itself (media and marketing/advertising) is a huge part of the problem. We bombard ourselves, our business partners, and consumers with a deluge of information, marketing messages, all increasingly tailored to "cut through" and be digestible by people who have waning attention spans and no free time. Our attentions (and knowledge) are spread thin not only by 24 hour connectivity but also by a deluge of "information." If we really cared about our psychological batteries being charged, we would stop using direct mail, e-newsletters, the 30-second spot, RSS, mobile advertising, or even creating anything that contributes to the collective dumbing down of the popular discourse in this country. That will never happen for the same reason that we will never give up our Blackberries: Everyone won't do it at the same time, so the last Blackberry standing will have the advantage, sparking a continued information arms race.

If this problem really concerns us in the ad industry, we should create something meaningful for people to consume instead of the criminally stupid junk we churn out every day. Personally, I'm going to continue to unplug my computer from time to time, leave my cell phone off every once in a while, and skip a night of TV here and there. I advise you do the same.

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By csmithem | Summerville, SC April 10, 2008 11:10:14 am:

I had a client who was using her black berry from the recovery room after the delivery of her second child. She messaged me about a project. I messaged back, take a rest, enjoy the new baby--you'll NEVER get these days back. People, we need to learn how to set our priorities. Turn it off, put it down. I'm older than most of you and remember when we had to send memos by letter. The advent of the fax machine was a wonder. Marc, you are so right on target. Bloggers dying because they are stressing out and not sleeping and execs who just can't say not to thumbing don't make this world a better place or get more business done faster.

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By PHILIP | CAMBRIDGE, MA April 10, 2008 11:20:22 am:

As a mentor once told me, the most important meeting of the day takes place at the family dinner table. Remembering that sentiment helps keep my work habits in check, online and offline. Thanks for the wisdom.

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By shilo70 | Bangalore April 10, 2008 03:44:59 pm:

"When you're in the idea business, being fresh, wiping the mental slate clean, is of obvious importance." Except, it isn't that obvious – when you're on the treadmill, you tend to forget you can just get off. I learned this the hard way recently after 13 years of doing it the other way - as do most of us, I guess, especially in advertising. Thanks Marc!

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By ahansberger | Myrtle Beach, SC April 11, 2008 09:51:19 am:

Marc, this is so true. It's a blessing and a curse all at the same time - the idea that we can connect with anybody, anywhere, anytime. How convenient. But a few months ago it really hit me how being "on" at all times simply kills the balance between work and life. I think we have to remember that we are in control of our own time. The day goes on, the phone doesn't stop ringing, and the emails will never cease. But understanding that you have the choice to actually have a life outside the office - that's the ticket.

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By greghuntoon | Venice, CA February 17, 2009 01:01:07 am:

Absolutely essential words here. When you take a vacation...actually take a vacation. We all need time to recharge.

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