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Ordinarily, we think of procrastination as something to avoid or correct, but in reality, it can have some legitimate benefits. From giving us time to reflect and collect new information to creating urgency for the work, procrastination comes with some surprising advantages. Were wise to consider how we can perform our best. With so much to do and so little time, reconsidering our efficiency is smart. Our most ingrained habits may not actually be the best strategies for our success. Rethinking procrastination may be one of the most unexpected ways to reset our work habits, and one of the most effective. Rethinking why we procrastinate If you procrastinate, youre in good company. Almost everyone procrastinates sometimes, and about. According to research reported by the American Psychological Association, 20% of people are chronic procrastinators. Procrastination can occur for many reasons. We may not have the skills necessary to tackle a responsibility, or we may avoid a task that we expect to be unpleasant. We may feel uncertain or anxious about how to complete a task, or we may feel frustrated that its something we have to deal with. Essentially, we sometimes use procrastination to regulate moods or emotions. In addition, procrastination is partly genetic. This discovery was based on twin studies published in Psychological Science. But like many genetic traits, there is also an environmental component. You may be predisposed to procrastinate because of your genes, but you also have significant choice and control over your behavior. One of the most important elements of procrastination is whether you hit your deadlines. If you procrastinate but ultimately complete your tasks on time, you can experience some positive effects of procrastination. But if you procrastinate and ultimately miss important due dates (like, say, not filing your taxes by April 15), then youre likely undermining your own success. Constructive procrastination doesnt have to be an oxymoron. Heres how to find the sweet spot for reaping its rewards. Constructive procrastination If youre still able to get things done but you just work through them at your own speed, youre in a position to gain some terrific benefits from procrastination. Here are the best advantages: 1. Procrastination gives you time to reflect If you dive into a project immediately, you may not have taken the time to ponder the problem, explore the solution, or determine how you want to present your work. Its beneficial to take the time you need to examine something from all angles, consider your own perspectives, and reflect deeply on an issue so you can deal with it appropriately. So, hone your ideas and sharpen your thinking, and then dig in. 2. It gives you time to clear your decks Another benefit of procrastination is clearing your mind for the big thing that you need to get done. If youre procrastinating by doomscrolling or bingeing your favorite show, you wont get the benefits. But if youre getting small but otherwise legitimate tasks done, you can gain advantage from this approach. Get little things out of the way, including sending that quick email or starting that load of laundry. Doing so can give you more energy and allow you to dedicate greater focus to the bigger thing that will take more effort. 3. It creates a sense of urgency One of the most common beliefs about procrastination is that by putting off a project, we create a healthy sense of urgency, which in turn helps us perform better. And this may be true. The Eisenhower Matrix was developed based on President Dwight D. Eisenhowers approach to prioritization. Essentially, it identifies tasks that are important, urgent, both, or neither. According to research published in the American Journal of Pharmaceutical Education, were best at taking action and giving our full attention to tasks that are both urgent and important. Embrace procrastination to transition tasks from being simply important to both important and urgent, and thereby establish a sense of positive pressure to make decisions, execute, and get things done. 4. Procrastination lets you obtain input Another benefit of procrastination is the opportunity to obtain additional information and input. By creating more time, you can ask for ideas and expertise from others. You can also do more of your own research to help ensure you have all the necessary information before you tackle your project. For example, perhaps you have to recommend tactics for your team to get things done more successfully. By taking more time, you can read a few articles on time management or learn more about the best practices for project management. You can also meet with a leader whose team is known for regularly accomplishing ambitious goals and ask them what they do to ensure their success. All of these can help you deliver a better set of suggestions for your team. Take time to seek, learn, and expand your thinking in order to contribute to the quality of your final outcome. 5. It gives you space to get inspired If you must accomplish a project and you just cant get excited about it, sometimes it helps to turn away from it and look for inspiration in other places. Putting something on the back burner and going for a walk or spending time in nature, for example, can do wonders for your energy and inspire new ideas. Research published in the Journal of Experimental Psychology found that going for a walk outside helped people to create not only a greater number of ideas but also more unexpected ideas. Take the time to get inspired in whatever way works best for you. Get outside, listen to music, spend time with a child, or spend time on something else you enjoy in order to get inspired for the big thing you must accomplish. Procrastinating well There are positive benefits to procrastinating, but also some caveats to be aware of. First, you still have to get the task done. Procrastinating beyond the deadline or failing to deliver results doesnt have positive benefits. So procrastinate a bit, but dont let it get out of hand. You will benefit most when you accept your own processes and style. If youre too judgmental with yourself, you can detract from your effectiveness, because the negativity and pressure you impose may cause you to put off the work even more. But if you can appreciate your strengths at he same time youre always seeking to improve, youll reap the greatest rewards. Think in concrete terms. Research published in Psychological Science found that when people think in abstract or general terms about what they have to do, theyre less likely to get things done expeditiously. But when they can think about their tasks in concrete terms and be specific about what they have to get done, theyre much more successful in accomplishing results. Its important to be as optimistic as you can. Fascinatingly, when people are more optimistic about the future they are less likely to procrastinate and more likely to get things done, according to research published in Scientific Reports. You dont need to be Pollyanna or demonstrate toxic positivity, but when you anticipate a better future, it will help you invest in the present.
Category:
E-Commerce
Growing up in rural Northern California and later serving in the military, stationed in Mississippi, I experienced firsthand the stark disparities in access to quality goods. Even finding fresh, local produce often meant bypassing the grocery store for a farm stand because the desired options simply weren’t stocked. In many communities I lived in and visited, the available choices were severely limited, creating a significant market gap that persists today. This isn’t just a social issue I observed; it’s a massive missed revenue opportunity for retailers who are overly focused on saturated urban markets while overlooking the immense potential waiting in rural and Middle America. This gap is critical as consumer packaged goods (CPG) undergoes a seismic shift. NYU Stern reports that about 33% of CPG growth now stems sustainability products, despite these representing only 18.5% of market share. This reflects a nationwide desire for products aligning with personal health, environmental consciousness, and ethical sourcing. A 2022 NielsenIQ study found that 78% of U.S. consumers say a sustainable lifestyle is important to them. The demand isnt coastal; its cultural, and a significant portion of it, particularly in America’s Heartland, remains largely untapped. The ethical consumption gap The challenge for businesses aiming to capture this values-based shopper demographic is twofold. First is a physical distribution gap. Potential customers in underserved areas often can’t find healthier, more ethical product options locally, despite attempts to seek them out. My own experiences shopping at military exchanges highlighted this. The quality difference compared to civilian stores in metro areas could be drastic, driven by the need to offer lower prices. Second is a digital discovery challenge. Even when better options are available, shoppers struggle to verify claims about manufacturing processes, ingredients, and supply chains, making them hesitant to purchase. This all contributes to the ethical consumption gap: A growing divide between what people want to buy and what they can actually access because of legacy systems in both supply and search. High-end players and e-commerce giants have made strides with programs like Amazons Climate Pledge Friendly, where products with certifications for health and sustainability are highlighted to shoppers with a green leaf. But what about the millions of Americans relying on dollar stores, regional chains, or even local military exchanges? The real opportunity sits with these retailers serving the everyday consumer. The landscape has changed Historically, understanding complex supply chains and verifying product attributes was a costly and manual process. Today, technology allows for automated data collection and verification, enabling retailers to efficiently identify, vet, stock, and promote products that meet specific standards. This democratization of data has transformed a logistical headache into a powerful competitive advantage. Yet retailers remain tethered to old approaches and often overlook rural markets. This isnt because of lack of interest but rather outdated merchandising models that havent adapted to the decentralized discovery journey. Consumers today dont wait for a store reset to find what they want. They search, scroll, and share. If your products aren’t showing up in that journey, you’re invisible. Retailers must recognize the changed consumer landscape and use data to understand their entire customer base, not just rely on assumptions about location or price sensitivity. The belief that Heartland consumers only care about price is often misguided. The reality is that many want healthier options but lack access to them. With these insights, retailers can invest in merchandising programs that highlight trustworthy products, educate their customers, and build trust. Think a dedicated section like Clean Beauty at Target or data-backed labeling like Raleys Shelf Guide. The digital shelf in particular offers a low-risk entry point as retailers can significantly expand their online assortments with verified, values-driven products without immediately overhauling physical store layouts. Analyzing online sales from specific regions can then provide the confidence needed to introduce these products into the physical stores where demand is proven. This approach directly addresses the distribution challenge while meeting consumers online, where they increasingly begin their discovery journey. Design for unmet values-based demand Fintech revolutionized access to banking for rural and underbanked populations with mobile tools and data-driven personalization. Retail has the same opportunity if it stops building its future assortment based only on past point of sale data and starts designing for unmet values-based demand. Concerns about cannibalizing sales or tight margins miss out on attracting new customer segments, especially younger, growth-driving demographics who may currently bypass these stores. It’s about growing the pie and maintaining relevance as preferences evolve. Offering these products isn’t just about ethics; it’s smart business, tapping into a proven growth category. Retailers, especially those serving rural communities, need to embrace their role in democratizing access to better products. By leveraging data, they can bridge the information and distribution gaps, empowering people in all communities to make choices that align with their values. This isn’t just about catering to an elite niche; it’s about recognizing the universal desire for healthier, more responsible consumption and making it accessible at all price points and locations. By transforming product deserts into engines of growth, retailers can unlock new revenue streams and build lasting customer loyalty. More importantly, they can contribute to a more equitable and inclusive marketplace where everyone, regardless of ZIP code and income level, has the power to choose healthier products. The future of retail isnt just urban, upscale, or algorithmic. Its rural, values-driven, and ready. Whoever closes the ethical consumption gap first wont just gain loyaltytheyll redefine retail relevance for the next decade. Kimberly Shenk is cofounder and CEO of Novi Connect.
Category:
E-Commerce
In an era where artificial intelligence is rapidly redefining creative industries, branding stands at a pivotal crossroads. Tools like Midjourney and DALL-E are often portrayed as threats to traditional visual branding, but their true value may lie elsewherenot in replacing human creativity, but in expanding the sensory dimensions of brand expression. At the bread and butter, a global brand consultancy, we believe branding should never be superficial. It should touch. Move. Resonate. Thats why we built our practice around Betterment Brandinga philosophy that connects long-term brand growth to emotional, sensory, and social resonance. Today, the intersection of AI and human sensation is where we see brandings next great leap. The limits of sensory brandingand why AI matters Tactile and sonic brand assetslike the velvet-soft finish of a skincare package or the fizz of a signature sonic logoare among the most emotionally powerful tools a brand can use. Yet they have traditionally been difficult to describe, prototype, or communicate, especially in early development stages. High-cost testing and abstract metaphors were often the only ways to translate these invisible experiences. Now, AI offers a powerful alternative. Through carefully trained prompts, generative models can simulate not just visuals but feelings: a feathery softness, a glassy chill, or the echo of footsteps in an ancient hall. We are moving from imagination to interactive sketchenabling faster, richer, and more immersive brand ideation without sacrificing emotional depth. Visualize the senses: A new aesthetic language At the bread and butter, we recently explored this frontier by creating a conceptual series of digital artworks visualizing the five human sensestouch, hearing, taste, smell, and sight. Each piece was crafted using AI assistance (via DALL-E) while carefully preserving emotional nuance and contemporary aesthetics. Designed by: The Bread and Butter Against pristine white backgrounds, minimalist organic forms bring the intangible into focus: Touch: A dense, fur-like sphere evokes warmth and intimacy. Hearing: A cloudlike bloom suggests sound diffusion. Taste: A flowing droplet reflects flavor complexity. Smell: Fine radiating lines capture scent dispersion. Sight: A glowing orb of rainbow gradient embodies visual diversity. This project demonstrates how AI can serve as an aesthetic translatorturning previously hard-to-articulate sensations into vivid, communicable design assets. Why humans still lead Despite these technological advances, AI cannot feel. It lacks context, culture, and emotional intuition. While AI can generate visual shortcuts, human consultants must embed them with meaning, strategy, and symbolism. At the bread and butter, we use AI not to automate identity, but to amplify insightmaking design both faster and more human-centric. Design the invisible future Imagine sketching a brands signature scent in a mood board or transmitting tactile sensations through AI-informed 3D renderings. These are not distant dreamsthey are rapidly approaching realities. As branding becomes more sensory-driven, new roles will emerge: sensory strategists, emotion engineers, multisensory modelersexperts who blend computational tools with human empathy. AI is making the invisible visible, and its democratizing the ability to design with emotion for everyone from startups to heritage brands. From efficiency to empathy For consultancies like the bread and butter, this evolution isnt just about saving timeits about elevating meaning. By translating the nuances of touch, sound, and even intuition into design-ready assets, we make brand experience more accessible, more agile, and more authentic. Importantly, we believe that the use of AI in branding must remain ethical and human-centered. Technology should not strip away emotional richness; it should help brands deepen it. By using AI thoughtfullyas a collaborator, not a creatorwe ensure that human intuition, empathy, and context continue to lead brand development. This is not the end of branding as we know it. Its the beginning of something more dimensional. More human. More felt. Authentic, human-centric branding is essential. Understanding and reflecting genuine emotions and experiences is fundamental to building deeper connections with consumers.
Category:
E-Commerce
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