Practical tips: slowing down to be more productive

We have all been caught at one point or another by the need to speed up our work pace and boost our productivity. Whether it concerns deadlines to meet at work or simple decisions to make in our personal lives — the need to act quickly does not always leave room for reflection.

We are going to explore together the importance of slowing down in order to subsequently be able to increase one's productivity and the quality of one's work.

Making a decision in under a second — a primitive act?

The ability to make decisions in a fraction of a second, without even having to think, is essential to the survival of the human race. It is therefore unsurprising that, under pressure, we rely on our primitive instincts.

Psychologists believe that our cognitive abilities have evolved to help us make decisions quickly and efficiently, by filtering the information available to us and focusing on the relevant aspects. The ability to make decisions instantaneously has protected humanity for thousands of years.

To take control of this instinct, here is a small exercise we suggest. The next time you face a difficult decision: resist the urge to pass judgement. Instead, give yourself time to reflect, and spend some time analysing your options. Try to focus on quality rather than speed. You will find that you can work more quickly later, at the right moment in your project.

Slow down to speed up? Contradictory, you might think? Well, actually not. The two concepts go hand in hand: a strategic slowdown means you will be able to accelerate and get straight to the point when the time is most opportune.

Let's look at this in more detail.

'Blue sky thinking' or boundless brainstorming

There is a great deal to be said about blue sky thinking, but in the world of design and communications, more often than not, when you come up with an idea, there is little chance it directly addresses the original brief.

On the contrary, it is quite possible that it leads you away from your goal and distances you from the brand's strategic direction.

Creative ambition is important, but it should only be taken into account if it is relevant to the strategic thinking established from the outset.

If you know exactly what you are doing, you are not being creative. It is necessary to go to places that do not seem to make sense, but it is important to give meaning to your ideas over time. You should not be afraid to share your ideas, but you must be able to accept that they may not be appropriate, because they may not correspond to what the business wants to communicate.

Over time, make the expression "slow down to speed up" your own and remember to stop making instinctive judgements — put genuine strategic thinking in place instead.

Take a break

We are not talking about taking a great deal of time to do something. What is needed is simply to take a pause. The key is knowing when to stop and consider your options.

"Slow down now and you will move faster, further and with greater purpose later – even when, or especially when, you are staring down the triple threat of complexity, speed and uncertainty." Forbes, 2011

As Forbes suggests, it is essential to understand whether you are trying to solve a problem or whether you are facing a dilemma.

To conclude

It may seem counterintuitive to take more time to do something. And even though in our era productivity is intrinsically linked to success, it is not as contradictory as it appears.

That is why it is vital to understand what you want to communicate (and why).

First define what you want to say. Make sure it aligns with your business objectives and is customer-focused. Then, and only then, create something compelling, appealing and perfectly crafted.

Slow down to speed up… it is also slow down to improve…

What do you think? Share your thoughts with us in the comments.