Over the past 25 years, email has quietly usurped a massive portion of our work energy, luring us into focusing on urgent, inconsequential tasks at the expense of meaningful, long-term creative projects. According to a recent report, we currently spend a whopping 28% of our time at the office reading and responding to email.

Let’s play that out for a moment. Those numbers mean that we are voluntarily choosing to spend more than a quarter of our working lives on email. If you work 40 hours, that’s 10+ hours a week, 40+ hours a month, and 480+ hours a year. And for almost all of us, that means we are willingly choosing not to do meaningful creative work during those hours.

Sure, everybody has to deal with some email—there’s no escaping it. But almost all of us spend significantly more time emailing than is absolutely necessary. Why? It’s not as if we actually enjoy it. Almost all of the accomplished creative people I know actively hate their email. So why can’t we stop checking it?

Part of the reason that we love email so much is that our brains are wired to seek completion. When you recognize a task as complete, your brain releases dopamine, which makes you feel good and makes you want to repeat the behavior again to feel more pleasure.

Technologists long ago learned how to hack this quirk of the human brain—something scientists call completion bias—by inventing a handy device now known as the progress bar. They keep us glued to our computer screens as we track the status of our downloads; convince us to complete online surveys by making them seem as easy as one, two, three; and sucker us into filling out just a few more fields on our LinkedIn profiles to make them 100 percent complete.

Email taps into this urge to completion concept as well. Chipping away at our inbox gives us a sense of satisfaction precisely because the act includes such clear progress indicators. You started out with 132 email messages and now you have 50—progress! You’re advancing toward that holy grail of email productivity, inbox zero, and your brain is compelling you to see the job through.

The problem is that while winnowing down your inbox gives you a strong feeling of progress, it’s just that—a feeling. Because unread message counts do not obey the golden rule of progress bars: Thou shalt not move backward. Instead, your unread message count is always a moving target. While you attend to it, you have the false sensation of advancing toward a goal, but the moment you look away, the target shifts further into the distance as more messages roll in.

Conversely, when it comes to completing our most important creative projects, progress often feels elusive. The first reason is that completing meaningful work takes time—often weeks, months, or even years. While you can complete a social media profile or tackle a handful of unread emails in a matter of minutes, finishing ambitious creative projects frequently takes so long that we lose sight of how far we’ve come. There’s no built-in progress bar when you’re on the long journey of designing a groundbreaking product, coding a new iPhone app, or brainstorming the right business model to raise funding.

The second reason is that the applications we use to do our most meaningful work often “hide” progress from us. When we write a shitty first draft in Word or Google Docs, we highlight it, erase it, and begin again in the same file until we get it right. By the time you get to the finished product it’s as if the first, second, third, and fourth efforts never happened. Those versions have simply vanished. Similarly, we cut and paste away our progress in numerous other apps, from Photoshop to PowerPoint, on an hourly basis. And even if you are meticulous enough to maintain separate versions of your files, they’re usually tucked away in a digital folder that’s out of sight, out of mind.

This is the progress paradox: By dint of technology, it’s easy to see our progress when we’re doing relatively meaningless short-term tasks, while it’s quite difficult to see our progress when we’re engaged in the long-term, creative projects that will ultimately have the most impact on our lives.

Thus, staying engaged with meaningful work—and fending off the allure of email—is all about making progress visible. A few tips and tricks you can explore:

  • Post a calendar by your desk to track your daily creative output, such as the number of words you wrote, bugs you fixed, or design iterations you churned out
  • Break large projects down into weekly milestones that you can tick off so you feel a continuous sense of achievement and get those hits of completion
  • Take five minutes at the end of your day to jot down a short list of your “small wins” and acknowledge the steps you made toward your goal
  • Print out your drafts, sketches, and prototypes as they accrue and keep them in an ever-growing stack on your desk, or pinned to the wall, as a testament to your progress.

The key is to invent “progress hacks” to make your meaningful work as addictive as email.


Adapted from the book Unsubscribe: How to Kill Email Anxiety, Avoid Distractions, and Get Real Work Done by Jocelyn K. Glei, published by Public Affairs.

❔ Whois

Jocelyn K. Glei is obsessed with how we can make great creative work in the Age of Distraction. Her latest book, Unsubscribe, is a modern guide to getting rid of email anxiety, reclaiming your focus, and spending more time on meaningful work. Her previous works include the Amazon bestsellers Manage Your Day-to-Day and Make Your Mark. Previously, she was the founding editor of 99U, an organization dedicated to helping creatives make their ideas happen. She lives in Los Angeles and online at

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  1. Hey thanks for your post. Very timely for me working on a large body of work for my degree which will continue when I’ve finished in 3 weeks time! I’d like to add to your tips for logging progress that the idea of keeping your process recorded can be more sustainably achieved by running a private Facebook group (just yourself as a member if u want) and posting all process to this. Saves a lot of paper and is really satisfying (and useful) to see how far you’ve come.

  2. Ms. Glei,
    You stated correctly that:
    “There’s no built-in progress bar when you’re on the long journey of designing a groundbreaking product, coding a new iPhone app, or brainstorming the right business model to raise funding.”

    I would add that there is not a progress bar when you are playing with your kids, whispering to your lover, or watching the tide come in.
    It is not just email. We are now in a world with at least a dozen other communication apps, with augmented reality, virtual reality, as well as Fitbits, and 24 second news cycles. The in-puts are never ending.
    I’m sure you’re familiar with the attempts by Tristan Harris to get us to use our time wisely. But it is more that just electronic communication that distracts us. We have all kinds of algorithms that are directing us to buy things, vote this way, take certain medicines, eat different foods, buy gifts, don’t steal don’t lift….
    Every industry has been disrupted, there are 54 different gender choices on Facebook, the seas are rising, the air is full of carbon, the fish are dying. We can alter our genes. We can grow food underground. Our choices are almost limitless, and more are coming every day.

    We have to make thoughtful decisions about how we as a society, and each of us individually, will choose to navigate through the chaos and flux of the many options we are being offered in this new world of constant change.

    I am writing about it all at
    I’d be very flattered if you would comment on some of my thoughts.

  3. I did not know there was a golden rule for progress bars and I do have about 900 unread emails in my inbox. That will take a while to get through
    Thanks for the tips

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