Making time for what matters | Jake Knapp and John Zeratsky (Authors of Make Time, Character VC)

Knapp and Zeratsky argue that productivity is not just processing the inbox and calendar more efficiently. Their approach begins with what you want to make time for and changes the environment around it. Necessary messages and meetings still exist; they should not automatically define the entire day.

Knapp contrasts big, slow, non-urgent projects with small tasks that are obvious to start and quickly rewarding. He describes this as a recurring attention problem. The neuroscience language is his explanation, unverified here; the practical test is what actually captures your time.

Knapp credits Zeratsky with the highlight idea: imagine looking back at the end of the day and deciding what you hope to remember. It can be urgent work, a satisfying project, time with someone or a hobby. It is an anchor for attention rather than a rule that every other responsibility must disappear.

He recommends writing the highlight on a sticky note where you will see it. The visible reminder helps you return to the intention after distractions. Try it as a small experiment rather than building an elaborate planning system first.

Knapp suggests discussing or stating when you check email and why, sometimes with an urgent-contact path. He says this also changes the pressure you put on yourself to reply instantly. Match any slower-response experiment to the expectations and obligations of your role.

He describes how fast replies create more incoming replies and keep the loop moving. Checking at chosen times can make room for focus, if the work permits it. This is a suggestion to test, not permission to miss a time-sensitive message or agreed service standard.

Knapp proposes looking back at the day as an experiment: did the highlight happen, what helped and what got in the way? A difficult day supplies information for the next attempt. Adjust a tactic rather than treating the result as a verdict on your worth.