In a compelling business fable, The Myth of Multitasking confronts a popular idea that has come to define our hectic, work-a-day world. This simple yet powerful book shows clearly why multitasking is, in fact, a lie that wastes time and costs money. Far from being efficient, multitasking actually damages productivity and relationships at work and at home.

The Myth of Multitasking

How "Doing It All" Gets Nothing Done

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By Dave Crenshaw

Jossey-Bass

Copyright © 2008 Dave Crenshaw
All right reserved.
ISBN: 978-0-470-37225-8

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Chapter One

THE COMPANY

Phil glanced at the digital clock on his sedan. It read 8:54 A.M. He nodded to himself in satisfaction at being several minutes early. He had learned years ago that if he was going to teach efficiency and time management to others, he had better be living it himself.

After grabbing his briefcase, Phil opened his car door and stepped out. He turned and looked up at the sign on the sprawling building that proudly proclaimed GreenGarb: Clothes Mother Nature Intended.

Phil had done his research about his new coaching client. Helen Whitman had been an influential executive in a large retail clothing chain for nearly a decade. Just a few years ago, however, she recognized the trend toward eco-friendly products and decided to make the jump into entrepreneurship. Last year, GreenGarb boasted sales of over $20 million and was heading for even greater growth.

Despite the success-or more likely because of it-Helen had hit a brick wall. After a bit of burnout, Helen had contacted a few close friends, asking for a referral to someone who could help.

As Phil walked toward the building, he reflected on his first conversation with Helen. Her situation was all too familiar. While the company sizes and industries of Phil's clients varied greatly, their stories were echoes of each other. His clients were stressed out, overworked, and underpaid. They were finding themselves with more and more to do at work and less and less time for their family and other personal life.

These business owners all came to Phil for help. They were looking for someone who understood that it was lonely at the top. They were looking for someone who could help them make the behavior corrections that would get them more time and less stress.

Helen's company was unique, but her story was the same.

As he walked through the front door of the building, Phil was greeted by a receptionist with a no-nonsense look about her. Phil found his mouth a little dry as he spoke up.

"I'm here to see Helen."

The receptionist looked up. "Do you have an appointment?"

"Yes. Yes, I do."

"Just a moment." The receptionist pressed the intercom button and politely said, "Ms. Whitman? There is a gentleman here at the front who says he has an appointment with you." After listening to the response, she said, "Please follow me."

As Phil followed the receptionist down the hall, he glanced in each direction and noticed the offices of the company managers. There was a general feeling of controlled chaos on all sides. A few desks appeared organized, but most offices had piles of papers on the desk that occasionally flowed onto the floor. People walked in and out of the offices in a hurry, speaking in brisk, determined tones to each other.

Phil had certainly seen this before. Just by looking into the offices of the company managers, Phil grew a bit more comfortable. He knew what to expect when he walked into Helen's office. In fact, he knew what to expect from Helen. The common saying was true: the business truly is a reflection of its owner.

(Continues...)

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Excerpted from The Myth of Multitasking by Dave Crenshaw Copyright © 2008 by Dave Crenshaw. Excerpted by permission.
All rights reserved. No part of this excerpt may be reproduced or reprinted without permission in writing from the publisher.
Excerpts are provided by Dial-A-Book Inc. solely for the personal use of visitors to this web site.

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Dave Crenshaw is a business coach and founder of Fresh Juice Strategy. He coaches and trains CEOs and management teams worldwide. Crenshaw is a graduate of Brigham Young University's Marriot School of Management and a frequent keynote speaker.

The growth of email and text messages, among other innovations, has made time management at work more of a challenge. Keeping up with all of this simultaneous communication can become counterproductive. Business coach Crenshaw (founder, Fresh Juice Strategy) addresses the myths about multitasking and argues that it can in fact cost valuable time to employees. Crenshaw frames his book in the form of a fictional case study: "Phil," a consultant, is about to meet with the manager of retail clothing chain "GreenGarb: Clothes Mother Nature Intended" about improving employees' time management skills. Crenshaw's point is that the notion of multitasking is a false construct that costs both time and money. In fact, employees are "switch tasking" (switching back and forth between two or more tasks). Crenshaw claims that "background tasking" (doing two or more tasks, with only one of them requiring mental effort) could be more efficient and effective. Currently, employees lose time owing to interruptions by coworkers, distractions from new technologies, lack of attention to colleagues when they are speaking, and juggling home and work. The author also provides exercises for employees to measure their efficiency and effective use of time. Bibliographic citations are included, but a glossary would have been helpful. Overall, readable and thought-provoking; recommended for public and academic libraries.—Lucy Heckman, St. John's Univ., Jamaica, NY

[Page 66]. Copyright 2008 Reed Business Information.