We can define time as the measurable period during which an action, process, or condition exists or continues. Or the Pink Floyd classic my Dad used to blast on long car journeys to wake up my Mum. Up to you.

But today, time is ignored. We don’t want things to take time. And we don’t want to take our time.  Fast fashion, speedy diet plans. Order some food and  it’ll be with you in 37 seconds or your money back. And for goodness sake, that email has been in your inbox for over four minutes!!


Generally we associate speed with positive outcomes. Being ‘fast’ is perceived as good; being ‘slow’ is perceived as bad. I’m just writing this blog to confirm that this generalisation is, in fact, total bollocks.

The need for speed can remove the chance to think, devote attention, refine, check, care, reflect, improve. There’s a reason Baristas don’t serve Nescafé.

Daniel Kahneman’s theory of fast and slow thinking suggests thought comes in two forms – “System 1  is fast, instinctive and emotional; System 2 is slower, deliberative, and more logical.” While they don’t work independently from each other, this theory is cited in many areas, including marketing. Sometimes the best answers to creative problems come from taking the time to work through them properly. Pondering is power. (Wow, that’s deep).

Some things come quickly – a problem is easily solved, an idea speedily honed. Losing My Religion was written in ten minutes – I do get this. But all too often we want speedy turnarounds, instant results and quick wins. The time we have to deliver amazing ideas and beautiful work is getting shorter – the time it takes to deliver properly, isn’t. And the void between the two is growing. Rushing a job that shouldn’t be rushed can jeopardise the delivery of a great output. Yup, this is a one-woman-winge to ask for longer than 48 hours to fill in an RFI. More than 96 minutes for your D96.

Some things can be done quickly, some things shouldn’t be. Wanting time to deliver great work isn’t Fault. It’s Fierce.

Enjoy your Cup-a-soup. I’ve got six minutes of yoga to fit in before my next Zoom.