Time Time

I recently answered a question for a How magazine article about focus. Oddly, Michael Vanderbyl had just told me the best story about two international clients who insisted that he must, “f#%k us!” It was very important the he, “f#%k us very hard!” Only later, after several awkward silences did he realize they meant “focus.”

Time, of course, is at the heart of the issue. Is there enough time before the deadline to focus on a solution? Can you carve out time during the day to not be interrupted? Does the email requesting another pdf need to be answered immediately? For me, it’s easy. I can’t think about more than one thing at a time, and am rather dull witted. So I have no choice. I must concentrate with no distractions to solve any problem. I also realize that work expands to fill the time you give it. And nobody has run screaming into the path of a bus because they didn’t receive an email response about a paper issue. Time to think and concentrate uninterrupted is not a luxury; it’s a requirement, regardless of the profession.

Which brings us to this incredible promotion about Time designed by Massimo Vignelli and Peter Laundy fort Champion Paper in 1983. I’ve carted this promotion around with me since I received it in college. It’s a little dinged up, but one of the possessions I don’t allow away from my desk. And it took several hours today to photograph it, stitch the pages together in Photoshop, and post it to this blog. But, it’s important, so it deserved the time.