Death by Multitasking



Author —Auteur — Peter Georgariou

Every time I walk out of my house, my hands seem to be overflowing with stuff. My backpack, food, gym bag, recycling, trash, keys, phone. When I get out of my car at the end of the day, it feels exactly the same. Rather than take a second to put my phone and keys in my pocket, put my various water bottles, coffee mugs and trash into a bag, it’s all dangling in my hands.
Oddly enough, trying to grab everything at the same time feels like the smart thing to do. Save time and trips. But inevitably something falls, then I can’t bend over to pick it up because my hands are tied up and the bags over my shoulder inevitably fall off. Joy…

Then I realize, this is so representative of my entire life. How you do anything is how you do everything. Sigh…

How about your organization? Does your to-do list look something like growing revenue, cutting costs, finding the best talent, launching a new product/service, fix your website, improve your marketing, find a good CRM, map out your processes, solidify good partnerships, and on and on and on…

Do these all feel like an absolute priority? Both urgent and important? If everything is a priority, then nothing is a priority.

We are all trained to think we can successfully juggle 27 balls at the same time. The reality is however that multitasking is a myth. Inevitably, something in the mix suffers and often, everything suffers. Nothing really progresses at the speed it could due to the constant distraction.

Sophie Leroy, assistant professor in the UW Bothell School of Business, call this attention residue. She says that “attention residue is when thoughts about a task persist and intrude while performing another task,” The lingering thoughts take up mental capacity and reduce your ability to focus on the new task at hand.

So not only is multitasking a myth, it is killing your productivity and that of your team and hampering your ability to fulfill your mission.

Single tasking or single handling is absolutely the way to go. Trust me, all the cool kids are doing it. Well, at least the ones truly looking to create substantial change in the world. Just sayin’.

Peter Georgariou

CEO & Founder

With over 18 years of experience in sales, marketing and operations, Peter enjoys helping businesses establish the proper structures, strategies and marketing plans to help them achieve their goals and dreams. He is helping them make the most of their potential and ability to impact the communities in which they live.

Rob Hyams

Chief Creative Officer

Rob has been building brands and campaigns since he came out of the womb…or at least that’s what it feels like. He has a rare gift; an ability to distill the complex into a succinct and compelling story.

Brent Martel

Web Development & Marketing Automation

Brent is our resident experts on making websites that convert and simplifying your marketing technology to make it work for you. Sounds good, right?

Alan Horic

Senior Digital Ads Strategist

Alan is all-knowing (no joke) when it comes to deploying your digital marketing strategy; from search to display to Account-Based Marketing, he can turn your ads into a revenue generating machine.

Francesca Désulmé

Account Coordinator

Artist, communications enthusiast and social justice advocate, Francesca brings a plurality of lived experiences to the table. Organized, passionate and creative, she’ll help bring your projects to the next level.

Peter Georgariou

CEO & Founder

A Buddha-loving, health nut who races in Ironmans and marathons in his free time. He brings a ton of heart and intense questions to every moment. Trust us… 

Bárbara d’Oro

Content Strategist

Barbara is a journalist by trade who loves talking to people, asking great questions and giving a voice to their stories. Being Brazilian, she also loves a mean BBQ marathon at your local churrascaria.

Michelle Bell

Chief Marketing Officer

Michelle is an intensely caring, and lovably nerdy, triple-threat: her creative, strategic & engineer brain are the perfect recipe for taking your organization to the next level.

Karen Bramhill

Chief Experience Officer

Artist, epidemiologist, operations specialist and true lover of life; Karen is a true polymath that brings a wealth of care and knowledge to every engagement. And for the record, ambiguity and her are not the best of friends.


Creative Designer

Having been in the hospitality industry for years, Jennifer is passionate about creating meaningful experiences. Fuelled by string cheese, she applies a very thoughtful & practical mindset to her designs.


Account Coordinator

Gen will bring the energy to kick-start your project and the grit to see it through. Her conscience will find you the best strategy and probably save the planet along the way.

Jenna Araujo

Creative Lead

Jenna is the Swiss Army knife of creative…with a smile. She’s got a design solution for almost any problem accompanied by the most infectious giggle in the industry.

Assia Merazi

Senior Designer

Mrs. Creative Worldwide hailing straight from Dubai, Assia is eager to unleash her strategic design genius on your brand. Yalla!