Introduction

Our work falls along a spectrum of effort.

Work that adds a cognitive load consumes mental attention, like user research, data analysis, or client calls. This is the challenging work that moves the business forward.

On the other side is work that adds a tactical load. This operational work is time-consuming and necessary but may not be the primary business focus, like resizing files, copy edits, or team updates.

We'd like to be at our peak performance, where there is a perfect balance of efficiency and optimized use of our capabilities. Peak flow is where we have creative focus and innovation. This is where white space lives.