On-demand and in-demand
In today's hyperconnected workplace, there's a critical distinction that often goes unrecognised – the difference between being 'on-demand' and focusing on what's 'in-demand'. This distinction isn't just language semantics; it sits at the heart of genuine productivity and how we feel about our work.
Being 'on-demand' means existing in a perpetual state of reactivity. It's the constant pings, dings and pop-ups from Teams, the never-ending email notifications, and those all-too-familiar ‘URGENT! priority shifts that break your day up into frustrating bursts of attention.
Research consistently shows that context-switching (asking your brain to focus on one thing and then another and then another and so on) can reduce productivity by up to 40%. Each interruption doesn't just steal the moments of the interruption itself – it steals the recovery time you need to regain focus to do the rest of the work that needs doing.
Contrast this with focusing on what's 'in-demand' - this is the work that genuinely moves the needle for your organisation. This means dedicating proper time and thought to the projects, initiatives and thinking that create actual value. It's about working on what matters rather than being perpetually available.
The most successful teams I work with have mastered this distinction. They've implemented communication plans and protocols that respect deep work time. They are good at identifying and annexing non-urgent queries. They distinguish between true emergencies and manufactured management urgency.
The solution isn't complex, but it requires courage to push back against the prevailing culture.
Block out focus time in your calendar. Turn off notifications during deep work sessions. Make time to eat away from your workspace. Train colleagues to respect these boundaries. Perhaps most importantly, lead by example - demonstrate that being unavailable sometimes means being more valuable, always.
Your most important work isn't waiting for your response; it's waiting for your undivided attention. When you shift from being perpetually on-demand to intentionally working on what's in-demand, not only will more work get done, but you’ll feel better about yourself, too.
