You give me time – I’ll give you quality!

Quality is essential in communication, as both the message and its delivery directly influence outcomes. Yet, having adequate time to prepare and deliver effectively is not always a given. In a world where information is expected instantly and attention is constantly fragmented by an overload of content, time becomes a scarce resource. Communicators must navigate this fast-paced environment while striving to maintain clarity, and impact.

How many times has the quality of your work been impacted by the unavailability of time?

I have pondered on this question a lot and I can say it took me a long time to raise the priority of time in my busy schedule. One thing I’ve noticed over my career (and some near burnouts) is that my best ideas and strategies show up on walks, when I am washing the car (yes!), or in those in-between moments going from A to B when my brain finally has time to think. The more time I have to just think, the more confident I feel in my work, and the more creative I can be.

However, to many of us, giving yourself time to think can feel countercultural.

“Tut-tut. Look at Bobby over there – off in la-la land whilst the rest of us here are actually working!”

But thinking-time is not just a nice-to-have – it’s essential – for your creativity, your confidence, and your mental health too!

Recently, I’ve taken to a simple 1-hour walk a day and my thoughts have never been clearer. I have an abundance of creative ideas and renewed confidence in my work, and life in general.  

Let’s talk a look at the science behind this…

I’m no neuroscientist so I’ve enlisted the help of technology on this one. A quick AI search will tell you…

“When the brain is given time to think, it undergoes a process of strengthening neural connections, particularly in areas related to positive thinking and cognitive function. This “thinking time” is beneficial as it allows for improved focus, enhanced problem-solving abilities, and even potential improvements in mental health.” – ChatGPT

When you think about it, this seems so obvious – to do great things or solve challenging problems, you need to use the great power of the brain. Yet so many of us fight for clear calendar time and see our diaries being clogged up with meeting after meeting. The working culture isn’t often one that necessarily embraces thinking time – for something that is key for success, this needs to change.

Communicators – your time is precious so use it wisely! Take the time to organise your calendar and book in the time you need to ensure you continue to deliver quality and value to your organisation. Joanna Parsons (award-winning Internal Communications expert), has shared her tried and tested method using the Eisenhower Matrix to categorise your workload and ensure your focusing on where you add then most value. We all know how many last minute ‘urgent’ requests we receive – however whilst they may be urgent to someone else, they may not be urgent for the organisation and or require your time. Therefore, plan your time, categorise your work, and maintain value and quality.

Leaders – listen up…The truth is, your team is probably running at full speed, but this doesn’t mean they’re running smart. Creativity, problem-solving, good decision-making and positive mental health all rely on one thing that’s in short supply in most workplaces… time to think!

If you want innovation, clarity and confidence in your teams, you have to create space for it. That means modelling it yourself – blocking off time to think, not just do. It means respecting pauses rather than filling every calendar slot. And it means saying loud and proud that STARING OUT OF THE WINDOW ISN’T SLACKING OFF – it might just be the moment a breakthrough is forming. 

• Build a culture that values thoughtful, proactive work over frantic, reactive work.
• Encourage “unstructured” time.
• Rethink how meetings are used (or avoided) and normalise ‘quiet’.

When your teams are given the space to think, they don’t just perform better – they feel better too! And that’s when the best work actually gets done!

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All of the above affects the ability to communicate and connect. You cannot communicate with impact or relevance if you haven’t had the time to listen, understand and connect to your audience. When you give yourself, your team, your Communications Team, the time to think, that’s when the real story starts to take shape. 

If you’re ready to bring clarity, creativity and value into how your business communicates internally or externally, we’d love to help. 

Let’s talk…..and think!