In Make it Matter, John Jensen’s classic film on personal branding, one of the most memorable moments is Jensen’s strident warning on the dangers of technology in building your reputation. “I don’t love technology and I’ll tell you why,” he says. “Technology takes us away from what’s most important, which is the people.” In fact, Jensen is so passionate about this that he never even wears a watch. “The reason,” he says, “is I don’t want to look at my watch and have you think that time is more important than you are.”
In today’s digitally connected age, a statement like this sounds anachronistic. But could it be prophetic as well?
Since I am old enough to recall my amazement when I first learned to use a fax machine, I’ve witnessed the incredible impact of technology in staying connected, leveraging productivity, and inspiring so many improvements in business and life. But I’ve also come to realize that, like many of life’s most positive attributes, technology is a great servant but a terrible master, especially when it comes to shaping our personal brand. Consider these observations from author Brene Brown, in her wonderful book, Daring Greatly:
“Recently, on my way home, I stopped at Barnes & Noble to pick up a magazine. The woman ahead of me in line bought two books, applied for a new “reader card,” and asked to get one book gift-wrapped without getting off her cell phone. She plowed through the entire exchange without making eye contact or directly speaking to the young woman working at the counter. She never acknowledged the presence of the human being across from her. After leaving the Barnes & Noble, I went to a drive-through fast food restaurant to get a Diet Dr. Pepper. Right as I pulled up to the window, my cell phone rang. I wasn’t quite sure, but I thought it might be (my son) Charlie’s school calling, so I answered it. It wasn’t the school–it was someone calling to confirm an appointment. I got off the phone as soon as I could. In the short time it took me to say, ‘Yes, I’ll be at my appointment,’ the woman in the window and I had finished our soda-for-money transaction. I said, ‘I’m so sorry. The phone rang right when I was pulling up and I thought it was my son’s school.’ I must have surprised her because she got huge tears in her eyes and said, ‘Thank you. Thank you so much. You have no idea how humiliating it is sometimes. They don’t even see us.'”
If you’re feeling a little conflicted by Dr. Brown’s recollections, don’t feel bad: I know I have been seen in grocery stores, coffee shops, even public restrooms with my smart phone glued to my ear. In some ways, it is an inevitable consequence of a digitally distracted world. But it’s also rude, condescending, and unnecessary. And if you’re intentional about building your personal brand, it really needs to become a rarity. Consider the following:
- According to a recent report from Mashable, social media distractions not only cost companies huge amounts of money in lost productivity, they impede knowledgeable workers’ ability to “creatively solve problems, think deeply about work-related issues, process information efficiently and meet deadlines.” In other words, technology-related distractions dumb us down.
- Study after study in the field of neuroscience confirms the fact that our brains are not capable of multi-tasking. Contrary to popular but self-deceptive thinking, we really can’t do two things at once. We simply switch frequently between tasks, reducing our effectiveness at both. Says Jay Papasan, author of The One Thing: The Surprisingly Simple Truth Behind Extraordinary Results, “No one would accept a surgeon, airline pilot, or air traffic controller to multi-task on the job; why do people think it has any less of an impact on anyone else?”
- Driving while distracted is a factor in 25 percent of police reported crashes. According to a Virginia Tech University study, the #1 source of driver inattention is using a technology device. (Big surprise)
So how do you avoid the distraction trap and create healthy digital boundaries to work productively and build your personal brand? Here are six habits to consider:
1) Set time boundaries for technology engagement. For example, commit to turning off your laptop, tablet, and smart phone at a set time in the evening together with a set time to fire them back up in the morning. For most people, once this becomes a habit, it creates a healthy margin in their lives that revitalizes them.
2) Put your phone away when you’re waiting in line. Or, if you can’t do that, at least put it away when you’re next in line. Set a personal standard to never engage in face-to-face encounters while on your phone. When you do, you dehumanize people and come off as arrogant and aloof… not exactly the traits that help you build your brand. Seeing people with their phone glued to their ears while transacting business looks highly unprofessional, if not downright silly.
3) Rid yourself of the habit of answering email and phone messages as soon as they come in. (Turn off your preview pane!) And never start your day by checking email. Your time will be quickly hijacked by less important priorities. Instead, schedule the action items you’ve already identified before you ever open your mail.
4) Don’t set the expectation with people that you will always answer your phone. Your voice mail is there for a reason. By all means, call people back as promptly as you can and let them know how important their call is. But chances are, like me, you know people who feel like they need to answer every single phone call on the first or second ring. By enslaving yourself to your digital device, you will never get control over your time.
5) Practice Intentional Mindfulness. It’s not psychobabble: mindfulness is a discipline where you actively devote your full attention and observe what’s happening around you. Practice it on your spouse when you’re home (I’m guilty of zoning out during dinner conversations), make a 30 day commitment to being 100% present at work and track your results in a journal. You’ll be surprised how difficult this is; but if you can master it, the impact this single change can have on your personal brand is huge.
6) Consider an annual Digital Detox. You can either check out the dozens of retreats available for digitally addicted professionals, or try one on your own. Many professionals, for example, schedule one week per year–usually during a vacation–to completely unplug. For most, it’s a deeply cathartic experience… the digital equivalent of a liver cleanse!
Don’t get me wrong. Technology is a powerful tool that brings incredible value to our lives. But when it impedes our ability or willingness to authentically and humanly relate to one another, it can quickly become a threat, not only to our personal brand, but our health and well-being. Don’t ever let that happen.
Question: How would you rate your level of digital distraction? Which of these habits resonate the most with you? Have you ever experienced the behaviors Brene Brown describes in her book? Do you see this as a problem or do you think I’m exaggerating? I’d love to get your feedback.
great read! I agree with the face to face comment. I prefer this communication over any other. But, I have also learned to respect the way that the person you are communicating with likes to communicate.
Thanks for sharing, Len. Per your comment, One of the things we’re trying to initiate in our dealership is asking the following question: “How would you like me to communicate with you–phone, email, or text?”
Great read! Thanks for posting. I have been practicing some of the suggestions I read here and will tell you it us very liberating
Thanks for commenting, Rick. I know that writing this post has heightened my awareness of all the technology distractions I encounter. I hope it will help people set some healthy boundaries, improve relationships, and relieve some stress!
This is a great tip especially to those new to the blogosphere.
Simple but very accurate info… Appreciate your sharing this one.
A must read post!
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